McDonald’s Brand Revitalization

A Fresh Start

Self and customer analysisProgressive burger company 4,000 sample – research spent with groups of

consumers, employees and franchisees.

Becoming customer-led in every area of the business

The Food Menu

Menu Differentiation

Healthier Happy Meals For Children

As a result, 80% families of UK visited McDonald’s in 2008

Makeover for the Restaurants

Before 2006

Refurbished

Now

In UK – August 2015

Now –

In Hong Kong

Innovative Ideas

Re-using the vegetable oil

Free Wi-Fi

Collector truck and delivery truck

Rebuilding Trust Engaging people on different levels to regain

their confidence. ‘Make up your own mind’ Nutritional labeling Upgrading employee’s experience NGO meets

Engaging with advertising

Happy meal campaigns ‘That’s what makes McDonald’s

Campaign’ Planting TV commercial Outdoor campaign’s

Thank You