McDonald’s is launching a growth plan that will see it “return marketing to a growth pillar again”.
Speaking to investors today (9 November), CEO Chris Kempczinski explained that 2020 and Covid-19 had “heightened expectations” among consumers, with the fast food chain renewing its commitment to invest in marketing and communicate its purpose.
McDonald’s new strategy, called Accelerating the Arches, will include emphasis on the ‘three Ds': drive-thru, delivery and digital. It is a move on from its previous 'Velocity' growth plan, introduced in 2017, and is based on from two core truths.
The first truth, said Kempczinski, is that the pandemic has changed customer needs. This means, for example, that people are “dining in more and eating out less”, while the interruption to routines has caused people to eat breakfast less and order lunch and dinner more from the fast food chain.
We are writing a new story with our brand as a powerful growth driver in its own right.
Alistair Macrow, Mcdonald's
The second truth is that “customers are seeking brands that reflect their values”. This means, according to Kempczinski, that purpose is more important than ever, with consumers expecting brands to step up on issues spanning the environment to diversity.
This means marketing will focus on its purpose of 'feeding and fostering communities' through a new campaign 'Serving Here'. The campaign aims to demonstrate McDonald's values and its commitment to communities, customers, crew, farmers, franchisees and suppliers.