McDonald's: Getting Britain lovin' it once again

Principal authors: Tom Roach, Leo Burnett; Alistair Macrow, McDonald's Restaurants
Contributing authors: Beate Lettmann, Mindshare ATG; Mike Treharne, Leo Burnett


Turning McDonald's around in 2007 after four years of stagnation has been widely celebrated as a remarkable business achievement.

This is about what happened next: how advertising helped accelerate McDonald's growth in the next four years, helping take the business from recovery to resurgence.

In 2007 customers had begun to return in sufficient numbers for the business to register positive growth. But for millions of customers McDonald's had yet to regain its shine – we'd lost their trust, and their love for the brand was a distant memory.

By 2011 McDonald's had achieved five successive record-breaking sales years1.