A case study on McDonald's Philippines' advertising strategies

1. MCDONALD’S :
A Case Study
Presented by
Pauline Dayenu T. Batoctoy

2. McDonald’s was founded by Ray Kroc when he bought the
franchise of a small burger joint and opened his first restaurant
in Des Plaines Illinois
1955 -
- 68 MillionNumber of people McDonald’s has served
in over 119 countries every day
BACKGROUND
1981 - Year McDonald’s first came to the Philippines after
George T. Yang brought it here
- MoraytaLocation of the first McDonald’s branch in the
Philippines

3. McDonald’s Vision:
“Una sa Pamilyang Pinoy”

4. McDonald’s is well- known
for its family- oriented
television commercials that
show people bonding over
food. The company is well
aware that connection made
with family and friends are
deeply- rooted in the Filipino
culture.
Hence, most, if not all, of
their commercials and
advertisements encourage just
that.

5. BFF BUNDLES

6. MCDONALD’S BFF BUNDLE
In partnership with Coca- Cola,
McDonald’s now offers the BFF
Bundles, a new menu offering meals
designed to be shared among friends
and family. With the BFF Bundles for
just Php 399.00 for a group of three
and Php 559.00 for a group of four.
There are three menus to choose from-
the BFF Burger Bundle, the BFF
Chicken Bundle, and the BFF Fries and
McFloat Combo for Php 150.00

7. MCDONALD’S BFF TIMEOUT
-The BFF Timeout App
was created to measure
how long a group of
friends can last without
checking their phones.
-Less time spent online
means that more time is
spent having actual, real
life conversations

8. McDonald’s took various
approaches to advertising the
BFF Timeout and Bundles:
- Making their social
networking presence
stronger
- Offering free trips to
Singapore for four lucky
players of the app
- Partnering up with well-
known personalities
who appeal to the target
market
Facebook (McDonald’s )
54, 546, 253 followers
Twitter (@McDo_ph)
115, 000 followers
Instagram (@mcdo_ph)
62, 002 followers
BFF Timeout App
10, 000+ downloads
Rated 4.0

9. INSIGHTS AND LESSONS LEARNED
-McDonald’s adapts its advertising strategies to fit the culture of the
country it serves. They try to understand its culture and mold themselves
after what the people want. Clearly, McDonald’s has a clear understanding
of its target market’s wants and needs.
- However, I do think that this campaign fell short in that it did generate
as much publicity or become as big as its other more popular campaigns. It
also does not have that “timeless” factor to it since the popularity of the
app has already died down after being released summer this year.

10. REFERENCES
http://www.yugatech.com/freewares/bff-app-from-mcdo-coca-cola/
https://www.mcdonalds.com.ph/press_centre/filter/all/new/page/1/celebrate_real-
world_connections_with_mcdonalds_and_coca-cola
http://advertisingandinsight.com/2014/04/28/mcdonalds-and-coca-cola-bettertogether-ad-campaign/
https://www.mcdonalds.com.ph/content/page/about
http://adage.com/article/cmo-strategy/mcdonald-s-focus-improving-marketing-digital-menu/292155/
http://giraffesocialmedia.co.uk/social-media-case-study-how-do-mcdonalds-use-it/