From hero to zero and back again: McDonald's brand 'do-over' in Japan

Anna Hamill

This article explores how McDonald's was able to turn around its ailing brand in Japan to revitalize and re-engage customers with an emphasis on digital content, customer experience and extensive market research.

When Sarah Casanova, Chief Executive Officer and President of McDonald's Japan, took over the reigns in 2013, one thing was clear: the sheer scale of the challenge ahead.

After peaking in 2010 with record sales from 3300 restaurants nationwide, Casanova revealed that the company had slipped into a complacency-driven spiral. When she started the role, McDonald's had gone from sky-high sales and a leading position in the QSR category to losing money, losing customers, and losing faith in just three short years.

Just how McDonald's would be able to turn around its ailing presence in Japan – one of the...

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