From hero to zero and back again: McDonald's brand 'do-over' in Japan

This article explores how McDonald's was able to turn around its ailing brand in Japan to revitalize and re-engage customers with an emphasis on digital content, customer experience and extensive market research.

When Sarah Casanova, Chief Executive Officer and President of McDonald's Japan, took over the reigns in 2013, one thing was clear: the sheer scale of the challenge ahead.

After peaking in 2010 with record sales from 3300 restaurants nationwide, Casanova revealed that the company had slipped into a complacency-driven spiral. When she started the role, McDonald's had gone from sky-high sales and a leading position in th

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands