McDonald’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.
At 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.
CEO Chris Kempczinski has praised the role of marketing in boosting McDonald’s brand strength.
Having won over marketers with its subtle approach to branding, McDonald’s new campaign scores high on brand recognition and short-term sales potential, according to effectiveness firm System1.
Meanwhile, in the competitive grocery and fashion retail categories, Marks & Spencer’s festive ads successfully grabbed the most consumer attention.
Tapping into the brand’s place in culture and continuing to extend its digital footprint are key focus areas for McDonald’s, as its UK loyalty scheme hits over 3 million active members within its first three months.
McDonald’s is looking at digital, loyalty and creativity as key opportunities for growth amid a difficult economic environment.
The restaurants involved in a trial earlier this year saw a “massive impact” from introducing the scheme, McDonald’s director of digital has said.
McDonald’s global CMO Morgan Flatley explains how the brand’s ‘Famous Orders’ campaign helped transform its marketing.
Apple is “on course” to become the world’s first trillionaire brand after topping Kantar’s BrandZ ranking for the first time since 2015.
According to McDonald’s CEO Chris Kempcziski, the fast food chain’s global loyalty scheme has been the “single biggest driver of digital adoption” and is on its way to becoming the world’s largest loyalty programme.
McDonald’s new app-based loyalty programme allows customers to swap points for menu items such as McNuggets and a mini McFlurry after spending as little as £15.
As McDonald’s launches its first Christmas campaign with Michelle Graham-Clare as UK CMO, she explains why connecting with families over the festive season is critical and where growth will come from going forward.
Fast-food giant McDonald’s is upping its focus on sustainability via the launch of its ‘Change a little, Change a lot’ platform.
Current US marketing boss Morgan Flatley will take on the global CMO role vacated by Alistair Macrow, who has been promoted to McDonald’s UK and Ireland CEO.