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McDonald’s seeks to ‘elevate’ marketing as part of wider revamp

McDonald’s is planning to “elevate” its marketing through an investment in “creative excellence”, part of a wider revamp that sees the fast-food giant cut jobs in a bid to accelerate its modernisation.

The business says it wants to create more “culturally relevant campaigns” such as ‘Famous Orders’ from 2020, which asked stars including Kim Kardashian and Millie Bobby Brown to describe their ‘go-to’ McDonald’s order. The company claims this campaign drove growth and elevated the “entire brand”.

“We will continue leaning into that strategy and scale platforms across markets to find new ways to tap into the zeitgeist and have fun with our customers,” the fast-food chain said in a statement.

According to McDonald’s, global CMO Morgan Flatley will be involved in leading elements of the evolved strategy, the intention being to “capture opportunities for growth” and modernise ways of working.

The revamp will likely mean job cuts, with CEO Chris Kempczinski telling employees the company is suffering from an “outdated and self-limiting” structure. Staff levels will be reviewed by April, with the McDonald’s boss citing “difficult discussions and decisions ahead.” According to the BBC, certain projects will also cease, although details are yet to be confirmed.

Kempczinski claims the revamp will help the brand move faster and free up resources to invest in growth. He confirmed in an interview with the Wall Street Journal that some jobs will move, while others will be cut completely.

McDonald’s reported a 9.5% rise in global sales year on year in its third quarter results in October. Given digital represents more than a third of systemwide sales across its top six markets, McDonald’s intends to create a more “personalised and convenient experience” for customers, including serving relevant offers to increase engagement.

This digital push will link…


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About the Author: V. Moss