The era of price-led profit growth is coming to an end
Mark RitsonWith inflation falling, brands that have used clever pricing to drive profits will need more restraint to avoid new entrants undercutting them at lower margins.
McDonald’s CFO: Marketing has gone from ‘black box’ to important driver of business growth
Lucy TesserasThanks to the education done by McDonald’s global CMO Morgan Flatley, marketing is no longer seen as a “nebulous” part of the organisation, but a key driver of growth, according to McDonald’s CFO Ian Borden.
McDonald’s ad with no products or brand name achieves ‘exceptional’ brand recognition score
Niamh CarrollDespite featuring no McDonald’s restaurants or products and only referring to the brand by nicknames such as “Maccers” and “Maccie D’s”, the fast food chain’s latest ad scores “exceptionally” for brand recognition, according to System1.
McDonald’s CEO: Personalisation is key in driving greater frequency and spend
Grace GollaschInvesting in digital capabilities to “personalise the experience” will drive profitability for the company, McDonald’s CEO says.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Niamh CarrollWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
McDonald’s on the insight that shifted its approach to trust
Niamh CarrollCampaigns designed to drive trust in the brand had traditionally centred around rational fact but with its most recent effort, McDonald’s decided humour could enable it to more effectively drive food quality perceptions.
McDonald’s: Loyalty scheme will enable ‘even smarter’ pricing
Niamh CarrollMaintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
McDonald’s releases Christmas instalment of ‘Raise Your Arches’ platform
Niamh CarrollMcDonald’s has released the third instalment in its ‘Raise Your Arches’ ad series for the festive season. The first iteration of the platform saw it achieve an ‘exceptional’ branding score, according to System1.
McDonald’s CEO: ‘Innovating and reinventing’ brand even when successful is crucial
Niamh CarrollThe fast-food brand continues to step up its digital presence, using promotions like McDonald’s Monopoly to increase uptake.
McDonald’s suffers ‘difficult second album syndrome’ with ‘Raise Your Arches’ follow-up, data finds
Molly Innes‘Next Stop, McDonald’s’, the follow-up to its high-performing ‘Fancy A McDonald’s’ ad, achieves a “good” branding score but falls short of its successor, according to data from System1.
McDonald’s eschews ‘silver bullet’ price promotions as sales increase
Niamh CarrollMcDonald’s has hailed the success of its long-term thinking in driving success and has stated its brand has never been stronger. However, new data shows it has taken a significant hit in brand health in the UK following allegations of bullying and sexual abuse from staff.
How McDonald’s made marketing its centre for growth
Lucy TesserasOver the past five years, McDonald’s has been on a mission to establish a “creative excellence and effectiveness culture”, which has allowed it to prove the value of marketing and show how brand building contributes to business success.
McDonald’s: Our brand strength is closely linked to the health of the business
Niamh CarrollThe company also announced digital now accounts for 40% of sales in McDonald’s top markets, the brand says it is only in the “early days” of its strategy and will seek to become much more personalised with its offer.
Opposing price strategies: How McDonald’s and Kraft Heinz are hoping to beat inflation
Michaela JeffersonMcDonald’s has pressed forward with price hikes this week, having already demonstrated the ability to do so without affecting sales. Meanwhile, Kraft Heinz and Nestlé are struggling to find the right balance.
Marketing’s pay inequalities and McDonald’s brand strength: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the persistent pay discrepancies in marketing to McDonald’s crediting its “marketing machine” , it’s been a busy week. Here is my take.
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