Reigniting America’s Favorite Breakfast


Doner + McDonald's
Brand Development


11%

Increase in Sales

Challenge

McDonald's

Today, people have more choices for breakfast than ever before. But that doesn’t mean they’re good choices. Nothing compares to a hot McDonald’s breakfast, and it was time to remind people what they were missing.

With a brand as iconic as McDonald’s, the challenge isn’t to drive awareness for their breakfast–it’s to drive traffic by making McDonald’s breakfast a part of America’s daily routine. And that’s exactly what we did.

Solution

  • Branding Strategy
  • Online Advertising

At the market level, we amplified and localized a national campaign around a rallying cry to “Wake Up Breakfast.” Our strategy team mined data to identify traffic-driving opportunities down to the local store level.

Our omni-channel campaign reminded people that they don’t have to settle for a sad breakfast, because a hot, fresh and great-tasting breakfast is just a drive-thru away.

Results

  • 11% Increase in Sales

Store traffic is up. And more people than ever are starting their day at McDonald’s.
Convinced America breakfast on the go no longer meant settling
Reestablished McDonald’s as part of morning routines
A campaign that is increasing guest counts and comp sales

11% Increase in average sales vs pre-promo
10% Increase in customer check in Michigan
13% Increase in sales of promoted products in Indiana

McDonald's

The Client
McDonald's

Hotels, Restaurants & Leisure
~208,070 Employees
Doner

The Agency
Doner

Southfield, Michigan
~808 Employees