McDonald's: McTollbooth

This case study describes how McDonald's directly tackled a local issue in order to build an emotional connection with Filipino consumers.

McDonald's: McTollbooth

In the Philippines, Jollibee is the leading quick service restaurant (QSR); its menu and taste profile appeals to the local palate, making it more popular among Filipino consumers. The challenge then for McDonald's was to build a stronger emotional connection with Filipinos. So McDonald's looked into helping ease a daily source of unhappiness for its customers: morning rush hour traffic. That stress is magnified when working Filipinos opt to miss breakfast just to make it to work on time. To cheer up motorists, McDonald's transformed tollbooths in major expressways to mimic McDonald's drive-thru booths. Then during rush hour,...

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