McDonald's Wraps: Innovating in Recession

McDonald's, the fast-food restaurant chain, wanted to drive growth and increase its market share in the Irish Republic despite the financial crash of 2010 that saw a sharp decline in consumer spending and increasingly aggressive price-cutting in the restaurant sector.

McDonald's Wraps: Innovating in Recession

Cawley Nea\TBWA and Mediaworks

Background:

McDonald's served its first customer in Ireland in May 1977 in its iconic restaurant on Dublin's Grafton Street. By 2010 the operation had grown to 77 restaurants, operated by a combination of franchisees and the company itself, employing 3,600 people, and serving 150,000 customers each day. Internationally, McDonald's was rated by Interbrand in 2010 as the world's sixth most valuable brand and can be accurately described as the world's Most Famous Hamburger Chain.

This success is built on an ethos of continual improvement, with success defined as growth in all...

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