McDonald's Outlines Growth Plan For Analyst

The No. 1 burger chain McDonald's Corp. has identified five global marketing initiatives it will focus on to drive growth, a UBS analyst reports.

They are:

  • Making sure the "I'm loving it" campaign still works
  • Relying less on television for ads
  • Engaging with young adults
  • Building trust with moms
  • Leveraging global sports alliances such as those with the Olympics and World Cup.

    Mary Dillon, global chief marketing officer for McDonald's, outlined the growth initiatives to UBS analyst David Palmer, who wrote a research note released Tuesday based on the conference call. Dillon also said McDonald's is working to expand its beverage and "grab-and-go" menu choices.

    "In 2003 and 2004, McDonald's finished transforming itself into a marketing-centric organization with a global campaign, organized demographic targeting (moms, kids and young adults), and a greater willingness to look outside Oak Brook for inspiration in its innovation," Palmer wrote.

    "In 2006, McDonald's seems to be embarking on its long-term path of more infrequent 'platform' innovation, constant improvement, and a greater emphasis on connecting what is a new and improved McDonald's with consumers," he added.



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