Trends & Strategic Planning

McDonald’s

Objective

Develop a new global brand narrative that anticipated where families are family restaurants were headed as a growing number of nutrition-conscious Millennials became moms and dads.

Passion Points Leading Indicator

A three year increase in the “Being Present” Passion Point across eight global markets reflected the urgency of parents worldwide to combat the splintering effects of economic stress and social media.

Outcome

A new McDonald’s brand purpose promised families a “Truly Together” moment, in a world that seemed to be moving too fast, and triggered five straight years of increased family traffic and Happy Meal sales.

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