Think global. Act local.
Back in 1948, the first McDonalds Company was in San Bernardino, California. At this moment, McDonalds is the one of the world’s leading and most successful food service company with more than $40B sales from 30K franchise in global.
However, this company didn’t grow quickly and reached where they are now due to hard work and effective marketing strategies. When the company was searching a new ways to catch the attention of customers in the 1970s, they launch the Happy Meal, one of their greatest achievements.
This led in the world’s first Happy Meal, a combination of meal suitable for children including a free toy which place McDonalds on death center among the children sites in global.
McDonalds includes specific aspects of its service and products like packaging, looks and desirability. This includes non-tangible and tangible features of the services and product.
In the means of acting localization as the main strategy, McDonalds had studied the manners of the Indian clients and totally p various menus as compare to its menu presented in global market. The company has kept the product range limited on purpose and they eliminate beef, mutton and pork burger from their menu.
The marketing mix of McDonald’s highlights how the company combines internationalization and globalization, according to other fast food chains.
Using the effects of strategical and tactical models, the branding campaigns below, the effect of McDonald’s on the global environment and how they adapt to local communities.
• Convenient Social Media Marketing
McDonald’s divides the day up with the minimalist artworks of its each product.
Despite the massive popularity of Instagram Stories, many marketers have seemed sluggish to embrace the medium in a way that feels specific to what makes the vertical storytelling format special. Ads in Stories are often just awkwardly cut from traditional 30-second spots, and tapping through organic branded content can feel equally underwhelming.
The ads appeared in Instagram Stories from McDonald’s Germany throughout the day, corresponding each time with a popular item.
Titled “Iconic Days”, the campaign that went live this week for McDonald’s Germany and created by TBWA-owned German agency Heimat, the ultra-minimalist series packs a lot into very little by connecting specific McDonald’s products to hours throughout the day.
• Powerful Branding Tactics
Christmas jumpers, notepads, umbrellas and other items show the Golden Arches having more fun with their imagery. Leading up to the holidays, McDonald’s offers their customers a permanent place online called the Golden Arches Unlimited to shop its branded goods.
In fits and starts since the 1980s, McDonald’s has historically offered merchandise in partnership with fashion brands, the company said. In 2017, the fast-food chain unveiled a limited-time-only line of products via the McDelivery Collection.
• In Firm Collaboration With Tech Corps
The world’s biggest fast-food company is buying a digital startup as completing their largest acquisition in 20 years.
Referring the CEO, Steve Easterbrook of the fast food chain’s growth plan and considering technology as the ‘critical element’, McDonald’s is planning to spend $300 million on Dynamic Yield Ltd. Leading since 2015, Easterbrook pursued technology including digital menus boards and delivery and self-order kiosks, the brand intends to boost sales and help McDonald’s stand out via digital business.
Easterbrook explained the role of technology for the company as below,
Technology is a critical element of our velocity growth plan, and the speed with which we’ll be able to implement our vision of creating more personalized experiences for our customers.
• Creative Comebacks From Pop Culture
The number one TV comedy in the US, Rick and Morty now brings back the Szechuan sauce for one day in McDonald’s!
After all the Change.org petitions and Twitter collaborations, do you remember how Rick got crazy about finding his dearest Szechuan sauce again? Thanks to him, now it’s happening after 20 years! McDonald’s has announced to serve their legendary McNuggets-dipping sauces only on Oct 7, together with the collectible sauce-themed posters in limited edition.
“Whatever it takes.”
As the fans of the show will remember, the sauce was originally introduced in 1998 with the all-time-classics Disney movie, Mulan. Later on, we see it again at the season 3 premiere of Rick and Morty, when Rick told Morty that he’s crazy about finding Szechuan sauce again:
I’m driven by finding that McNugget sauce. I want that Mulan McNugget Sauce. That’s my series arc, Morty. If it takes nine seasons, I want that McNugget Szechuan sauce!
• Using Unique Artistry
French fries show the way in the new directional McDonald’s campaign.
While most brands put their regular logo and an arrow as a direction for their customers, McDonald’s has taken a more novel approach with the latest campaign.
TBWA/Paris is behind the creative campaign by the brand to make signposts into art. The campaign features iconic Fries in a series of simple, brightly coloured posters that transform the instantly recognisable McDonald’s French fries into directional arrows for motorists. These ads are inspired by minimalism, the emblematic artistic movement of the 21st century. According to the direction, 8 pop colored posters are proposed to make 64 different combinations. The campaign was art directed by Emile Chiumino and Camille Roulant.
In United States almost 50% of McDonald’s outlets are located three minutes away from each other. There are specific level of happiness and fun which McDonalds offers to its consumers. It offers value position that based on the requirement of the consumer.
McDonalds restaurant is constantly doing Internal Marketing as this strategy becomes effective it will lead automatically to the success of external marketing. To see more, you can view more McDonald’s projects.
