McDonald's - Battle of the Burgers®

Business Challenge

Everyone loves summer. But for McDonald’s, at this time of year, the fight for the fast-food dollar is fierce.

Visits to quick service restaurants are traditionally high as consumers are on the road and seeking the most convenient options for re-fuelling. Every quick service restaurants is battling for the customers visit.

 

The peak that comes with summer makes it monumentally difficult to maintain momentum as Kiwi’s head back to work after the Summer season. Making February, by comparison, a traditionally quiet month in quick service restaurants.

 

So, in 2019, taking on the challenge of maintaining this momentum, Macca’s sought to bring in the crowds and stir the category with a good old-fashioned battle!

Solution

What a better way to bring the crowds than a good old-fashioned fight?

 

Welcome to the ‘Battle of the Burgers®’ – an engagement promotion held within the new McDonald’s app. Available only to registered McDonald’s app customers it reinforces the promise that app users would always be rewarded with exclusive deals and discounts, and created a little excitement in the category to break the back to work blues.

 

Battle of the Burgers® consisted of a traditional duel, but this time between two favourite burgers. The battles took place over 3 weeks with 12 ‘contestants’ battling it out for victory.

Results

After 6 battles, we had a unanimous decision: a 25% overachievement of our targets and some of the most highly engaged customers ever.

 

‘Battle of the Burgers® ’ made sure we kept McDonald’s top of mind during the summer holiday season whilst dealing a knock-out blow to the competition.

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