McDonald’s: Transforming the customer experience from inside out


Transforming the customer experience from inside out

McDonald’s was under pressure to drive growth on a global scale. Although the brand was ranked one of the top brands, it received a dismal year-over-year growth ranking of number 51 versus competitors like Starbucks who ranked number two.

The mission? To deliver a single motivating McDonald’s brand value proposition that would increase wallet share globally, without diminishing local relevance – or sales.

Global research taught a group of brand strategists including our team that McDonald’s had permission to move on from a globally schizophrenic brand approach to one that had universal appeal. So, we united voices worldwide to sing the same brand tune, delivering a value proposition with universal appeal among moms, kids, and teens alike: “Simple, Easy, Enjoyment.”

Concept / Design



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