In 2014, McDonald’s sales were dropping and the brand knew it had to turn its marketing around. Since then, it has aimed to “consistently communicate the truth” behind its food.

The decision was made to “be brave” by addressing the myths that saturated social media head-on, such as the provenance of the meat in its Chicken McNuggets. Its latest campaign looked to convince consumers about the quality of its beef.

It has also called in the help of popular vloggers to explore its kitchens in a bid to get millennials back into its restaurants.

McDonald’s UK marketing team is predominantly female (70%), with marketing directors and managers at 50% each. To encourage its female staff to progress within the business, the brand runs a women’s leadership development programme.

In Marketing Week’s survey of McDonald’s employees, the brand scores highly for resources available to staff, friendly colleagues, interesting work and having a record of achieving good results.

It receives high scores on nearly all of the 15 metrics, achieving one of the highest overall averages in the Employer Brands list.

It is also an exciting time in marketing, given the growth of independent burger restaurants and chains such as Five Guys.

McDonald’s is overhauling its stores with digital self-order kiosks and table service. It has also upgraded its burgers with its ‘Signature Collection’ as part of the ongoing ‘Experience of the Future’ transformation programme.