McDonald's: Learning to love the brand again

SNAPSHOT

How a massive overhaul of every part of the UK business won the brand renewed public affection and led to record-beating sales.

KEY INSIGHTS

  • McDonald's embarked on an ambitious revitalisation of the brand following a series of events that had damaged brand perception to improve every aspect of the business.

  • Based on substantial investments in research, food was revamped and reinvented, restaurants redesigned and staff morale boosted.

  • The result: the UK had its best-ever year of sales growth in 2008 since it first opened its doors in South London in 1974.

SUMMARY

McDonald's is the leading global food service retailer, with more than 32,000 local restaurants serving more than 60 million people in 117 countries each day. More than 75% of McDonald's restaurants worldwide are owned and operated by independent local men and women. In the UK McDonald's faced the challenge of revitalising the brand and the business. It needed to re-connect with its customers, bolstering their trust in the brand and engaging with them on a new level in communications. It recognised that key to achieving this would be a renewed commitment to listening to and understanding its customers, and being open and transparent as a business.