McDonald’s - a burger worth working for

In early 2004, McDonald’s identified a gap in its menu. Its share of the young adult segment was declining because it failed to offer a filling beef burger to rival competitive products.

A burger worth working for

Category: New Product or Service IntroductionAgency: DDBAdvertiser: McDonald's

SUMMARY

In early 2004, McDonald's identified a gap in its menu. Its share of the young adult segment was declining because it failed to offer a filling beef burger to rival competitive products. To do so meant launching a product with more fat and calories than any item on its menu, at a time when McDonald's was spending millions successfully re-positioning itself as a healthier fast food option with another target (mums with kids). McDonald's had to find a way of...

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