McDonald's: Getting customers Lovin’ it again, and keeping them Lovin’ it. No matter what.

McDonald's, a quick-service restaurant, evolved its brand over the course of 16 years in the UK to re-earn its place in the hearts of the nation and drive sales, trust, brand love and customer visits.

Executive Summary

It's hard to imagine McDonald's not being a thriving part of everyday British life.

In 2023, it's a cultural institution, considered as "British As Fish And Chips1" and a retail power brand serving 2.3 million customers a day.

However, 16 years ago, things were very different.

McDonald's was more "national pariah" than "national treasure" and, pretty soon, business as usual would have meant no business at all.

This is not just another brand turnaround story.

This is a story about how McDonald's not only rebuilt its brand, but then continued to evolve it; ensuring an unparalleled...

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