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 count had subsided. Meanwhile, in LatAm, despite consistent growth numbers, the team was aware that McDonald's performance in other parts of the globe could portend a slowdown in their region as well. Cognizant of these shifting dynamics and fierce competition from both newer and more traditional players in its markets, McDonald's LatAm set out to explore how the brand could drive growth beyond the comfortable incline it experiences...

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