McDonald's: Wake me up before you go go… for breakfast

This case study describes how McDonald's, a global fast-food restaurant, created an alarm-cum-consumer-reward app to win customers back to its breakfast offering in Singapore.

McDonald's: Wake me up before you go go… for breakfast

Kristin Tan

Campaign details

Brand owner: McDonald's SingaporeLeading agency: DDB Group SingaporeContributing agency: OMD SingaporeBudget: 500k – 1 millionCountry: SingaporeIndustry: RetailMedia: Mobile & apps; Sales promotion

Market background and cultural context

As a category, McDonald's and other Quick Service Restaurants saw a steep decline in breakfast penetration against coffee shops and food courts in recent years.

The problem: Singaporeans are spoilt for choice for breakfast at their neigbourhood coffee shops. McDonald's was just not top-of-mind for morning...

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