McDonald’s seeks to continue expanding beyond its substantial brand equity built around iconic signature products (Big Mac, Quarter Pounder, McNuggets, Egg McMuffin & fries), the largest marketing budget in the industry and foundational accessibility strategies in the form of compelling price/value and convenience. To this end, its new “Accelerating The Arches” strategic plan entails: increased innovation & competition around chicken, breakfast & coffee; continued efforts around simplification; marketing shift towards cultural brand advocacy on social media; and access improvements via drive-thru, delivery & digital.

read more