McDonald's: Profitably future-proofing fast-food

Ryan Richards and Russ Mitchinson

By 2007, Australian consumers were demanding better quality in their fast food; conversely, McDonald's food was increasingly perceived as poor quality.

McDonald's: Profitably future-proofing fast-food

Agency: DDB Sydney

Advertiser:McDonald's

Author:Ryan Richards and Russ Mitchinson

Total Campaign Expenditure:$20 – 40 million

Strategic communications challenge

The term "fast food" was first recognised in a dictionary by Merriam-Webster in 1951 and the category's simple formula has proven to be a successful format ever since. McDonald's, the world's leading fast food hamburger chain, has been the most successful in rolling out this formula, serving some of fast food's favourite items for over sixty years; from beef burgers such as the Big Mac, Quarter Pounder and the Cheeseburger to their popular chicken...

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