McDonald's: How closing our business was good for business

McDonald's, a fast food brand, improved its emotional connection with consumers while it was shut during the COVID-19 in the UK and Ireland.

Introduction: Finding The Light In The Dark

It's no secret that hospitality has been one of the sectors hardest hit by the pandemic.

The McDonald's business was no exception.

For 6 weeks, and for the first time in its 46 year history, the Golden Arches went… dark.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands