RESURRECTION OF THE FAST FOOD KING-EMPEROR
I’m lovin’ it
CORE BRAND VALUES
Quality
Service
Cleanliness
User
ICONIC ITEMSBig Mac
Happy Meal
Egg McMuffin
Filet-O-Fish
LOGO & RONALD
Logo : Big golden arches Ronald.? You know him !!
MCDONALD’S RESTAURANTS
Spectacular architecture & mood-enhancing lightening
BRAND EQUITY
1. FRANCHISE RESTAURANTS
More than 40% owned & operated by franchisees.
2. INTERNATIONAL EXPANSION
INDIA AUSTRALIA
FRANCE DUBAI
3. LOW PRICE & MEAL SIZE
1$ Coffee Different size available
4. Tie ups & Sponsorships
McDonald’s near Disney’s Animal Kingdom theme park
McDonald’s & Dreamworkers
WHY REBRANDING ?
Basically, to create a destination restaurant image.
1. SAGGING REVENUE CURVE
2.HEALTH CONSCIOUS PEOPLE
Quality of food made available in website
3. COMPETITIONStarbucks, Panera Bread,
Chipotle, Burger King
WHAT CHANGED ??
‘Plan to win’ strategy & play book for strategic insights
1. CUSTOMERIZATIONAdopted a ‘build your own burger with an
iPad’ concept
2. GLOBAL, BUT LOCAL
3. OLD AND NEW MENU
RESULT ?
CONCLUSION
• Hold onto core brand
values.
• Measure & interpret brand
performance.
• Develop, maintain & protect
brand equity.
• Grow & sustain brand value.
DISCLAIMERCreated by Adarsh Sharlet, College of Engineering
Trivandrum, during a marketing internship by Prof. Sameer
Mathur, IIM Lucknow.
Adarsh Sharlet Prof. Sameer Mathur