McDonald’s deeper consumer understanding: A holistic approach to segmentation

Oscar Yuan and Volpellier Hernán Rodrigo

McDonald's Argentina, a fast food chain, created a global segmentation study across 36 countries to assess the attitudes and behaviors of over 100,000 individual customers around the world.

Before 2016, McDonald's around the globe had experienced stagnation. Between shifting consumer preferences and expectations, and differentiated competitors that delivered on such, McDonald's once notorious brand love, thriving sales, and rampant guest...

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