On October 23rd, 2014, we updated our
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Kenzie Fetzer, Summer Borowski, Jordan Loyd
Misconceptions about the quality of McDonald’s
The truthful information, posted by McDonald’s, is
not as open / transparent as it could be.
Push people to the site for their Food FAQ (What
We’re Made Of)
Inform the customer’s about the quality of
McDonald’s food in a fun and interactive way.
We want customers to discover the truthful
information in a way that is enjoyable and
Our target customers are those who already eat
at McDonald’s locations, as well as those who do
Word of mouth is an ideal spread of the campaign.
We do not want to segment down the customers
too much, because everyone who visits
McDonald’s can learn new, positive, things
about how the company prides itself on quality.
Key Consumer Insights
A great deal of misinformed information about
The internet has further perpetuated the spread of
Supersize Me facts
People do not realize that 87% of McDonald’s
are locally franchised.
Because McDonald’s values their consumer
above all else, they themselves uphold quality to
the highest standards.
“Feel Good About the Food You Already Love”
Our Plan: Ronald’s Road
The “Yellow Brick Road of McDonald’s”
Vinyl Ronald (Each numbered) foot prints leading from
the door to the counter – great advertising for little
Banner with quick introduction to Ronald’s Road
Entry mat with two foot prints starting off the road
Up the wall
On the side of the drive through windows
Each with a fun fact about McDonald’s food quality
Interactive Wall Trivia / Games
Drive – Through
Ronald’s big, red footprint incorporated in all
“Feel good about the food you already love”
“Go to mcdonalds.com to find out what
Ronald’s Road is all about”
Light rail foot prints
Sidewalk chalk foot prints leading to McDonald’s
Kids day in the park, “Romp with Ronald”
Kids activity day, promoting a balanced and active
Encouraging kids to get out and play
Activities and games set up in the park
Invite News Stations to join in on the fun
On-Line Media Tactics
Share your favorite Ronald’s facts on Facebook,
Banner ad (footprints coming down the screen)
QR codes at restaurants
Banner Ad Example
[Sound of feet]
[Whisper] “Did you know that McDonald’s only
uses fresh USDA Grade A shell eggs for breakfast
“Come on in to McDonald’s to find out what the
rush is about”
Why The Consumer Will
Naturally fed animals; none of the meat is fake.
Same chicken as Tyson, only breast meat.
Burgers are 100% beef, no added fat.
Freshly cracked eggs.