Trends & Strategic Planning



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.


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.

Become A Subscriber