McDonald's: The 'FABRIC' of Local Breakfast

McDonald’s, the fast food chain, effectively acquired actionable insights from four different regions in the US to increase sales of its breakfast items.

Summary

Marketing challenge: Develop a local McDonald's breakfast campaign for four diverse regional territories (Co-ops) by uncovering hyperlocal consumer insights, while living under a national positioning of "making the morning routine a little bit better".

Methodology: DevelopedFABRIC (Food And Beverage Regional Information Channel), a comprehensive research tool consisting of syndicated, public, social and digital ZIP code level data, paired with a mobile panel that was geo-fenced/time-fenced to reach morning breakfast McDonald's consumers.

Insights:Using FABRIC, we uncovered, shared and disseminated distinct insights into key drivers of breakfast by Co-op and for Hispanic consumers, resulting in a brief tailored...

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Insights Team
Bray Leino

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