Thanks to the success of the Joker movie, the now famous Bronx steps have become an Instagram-able tourist destination, to the chagrin of many locals just trying to get to work.
Riding on the coat tales of this meme-fueled furor, Burger King took the opportunity to create some local goodwill (while taking a jab at its main clown-mascotted rival) by offering Bronx residents a free Whopper, delivered by UberEats, as a consolation for having to deal with the rapid influx of Joker-stair tourists AKA clowns (burn).
Why it’s hot:
Brands are desperate to be a part of pop culture, and this campaign finds a low-risk, nonpolitical way to catch the viral wave, with little investment.
Rides on the pop-culture success of Joker, but comes at it from a snarky, unpredictable angle.
Just as we were emerging from the US fast food Chicken Wars, another battle is now raging in the ongoing war between McDonald’s and Burger King. You probably remember the much-celebrated Whopper Detour of 2018. Well, Burger King Germany now brings you “Escape the Clown”. To coincide with the movie IT 2’s release, Burger King placed an ad in a movie magazine found in McDonald’s stores. People could scan the ad through the Burger King app to activate an AR experience leading to a coupon for a one-cent Whopper at a nearby BK. The coupon was only good for a finite amount of time, so customers would have to decide quickly.
Why it’s hot:
Sometimes you play nice, sometimes you can make a savage move. Placing an ad in a magazine at McDonald’s, and hijacking customers, when they’re literally at the point of sale, is about as savage as it gets in marketing. The fact they concealed it with AR is nice, but I’m not sure it was altogether necessary. And I’m not sure how anyone would know to look in the magazine and scan the ad before they would have already ordered a Big Mac. Either way, it’s certainly bold. Even if people don’t go to buy a Whopper, at least they could have had a brand experience that might affect their next fast-food dining decision. The kind of move that can leave an impression, and also land your app on someones phone (not to be lost here).
Fast food is about to get even faster. McDonald’s announced that it is buying the voice tech startup Apprente so it can automate its drive-thru menu. The Mountain View-based company specializes in building voice-based agents that can take orders in multiple languages and accents. The fast food giant has been testing Apprente’s technology in several locations and expects it will allow for “faster, simpler and more accurate order taking” at its drive-thrus.
Apprente will form a pivotal part of McD Tech Labs, a new restaurant technology group based in Silicon Valley. The Apprente team will become the group’s founding members and co-founder Itamar Arel will serve as vice-president. “McDonald’s commitment to innovation has long inspired our team. It was quite clear from our various engagements that McDonald’s is leading the industry with technology” said Itamar Arel, Ph.D., co-founder of Apprente and Vice President of McD Tech Labs. “Apprente was borne out of an opportunity to use technology to solve challenging real world problems and we’re thrilled to now apply this to creating personalized experiences for customers and crew.” The company is planning on hiring more engineers, data scientists and other advanced technology experts to build its presence in Silicon Valley.
The fast food giant say there’s potential to expand Apprente’s technology into other areas, like mobile and kiosk ordering. But while the new technology may make life easier for customers, may come at the cost of human jobs. McDonald’s self-service kiosks will be implemented across all US restaurant locations by 2020, which could reduce the need to hire as many human cashiers.
The food chain’s acquisition of Apprente is its third tech deal this year. In April it acquired Dynamic Yield, a personalized data startup, in order to customize its drive-thru menus by the weather, time of day, current restaurant traffic and trending menu items. It also bought a minority stake in Plexure, a New Zealand-based mobile app technology company.
Paves the way for probable improvements to CX that have a long time coming for fast food. I also suspect McD is not yet in the smartest place with their customer data and these acquisitions may help keep it relevant and on top of its game.
Next time you pull up to a McDonald’s drive-thru, you might see exactly what you’re craving front and center. Menus will be personalized based on factors like weather, local events, restaurant traffic, and trending items.
This new technology will be powered by their acquisition of personalization company Dynamic Yield. The menu can be programmed against triggers with scenarios such as offering ice cream and iced coffee when the temperature rises above 80 degrees, or pushing hot chocolate when it starts to rain.
Once a person starts ordering, the menu will offer add-ons based on the previous selections made. For example, a person ordering a salad may be offered a smoothie instead of fries.
Why It’s Hot
McDonald’s already builds off of customer’s cravings. Now that these cravings can be predicted, personalized, and optimized over time, there’s a high likelihood that customers will be ordering more at the drive-thru window.
Turns out Android Pay is just the tip of the iceberg when it comes to Google’s plans for payments. At a Google I/O developer session, the company demonstrated Hands Free, a mobile commerce system that works sans wallet and smartphone.
Still in the “early prototype stage,” according to Google ads and commerce exec Sridhar Ramaswamy, Hands Free seems fairly seamless. Tell the cashier or clerk behind the counter of a participating business that you “want to pay with Google,” and the cashier will see an image of your face and your name on the register. Then, the service works its magic, which is presumably a combination of geofencing and cloud-saved banking credentials, to verify your identity and the transaction behind the scenes. Once the transaction has gone through, you’ll have made your purchase without ever pulling out your wallet or phone.
Google’s launched a website for Hands Free with a sign-up form for individuals and merchants looking to partake in future tests. “When you make a purchase, your full card details will not be shared with stores,” the page’s description reads. “Once you complete a purchase, you’ll receive an instant notification right on your phone. We’ll also alert you to any unusual activity so you can go hands-free and be worry-free.”
Google plans to field test Hands Free at McDonald’s and Papa John’s branches throughout the San Francisco Bay Area soon, Ramaswamy said. Chief Digital Officer of McDonald’s Atif Rafiq, who made a surprise appearance at the session, said Hands Free ushers in “an entirely new level of convenience.”
However, it’s not clear whether Google’s attempt at truly touchless payments will prove any more successful than the projects that’ve come before it. Square launched a similar effort, Wallet (which launched as Pay with Square) two years ago, but despite deals with big-name chains like Starbucks, low usage forced the company to shutter the service for good last May.
While McDonald’s has been attempting to refresh its burger offerings via things like mascot makeovers, given its recent business problems, McDonald’s is also working to attract new customers—those who wouldn’t normally eat there—to check out what else is on the menu besides a Big Mac.
McDonald’s Canada decided to play a little branding trick on unsuspecting salad lovers by launching a pop-up shop called The Salad Society and giving away salads featuring ingredients like baby kale, feta cheese, and couscous. The idea was that a non-McD’s pop-up would take away any preconceived notions and instead focus on the quality of the food. But when the happy lunch crowd got to the bottom of their bowl, the jig was up. The brand has also partnered with bicycle delivery service Hurrier to give away four weeks of free salad deliveries, and created The Salad Society “membership” cards as branded gift cards.
The announcement earlier this month that McDonald’s would be adding kale to its menu became a massive news story, prompting everything from mockery to debate over whether the brand could authentically incorporate an ingredient like kale into their menu. Salad Society is McDonald’s Canada’s way of side-stepping those conversations as it adapts to changes in consumer taste, and is one of the ways McDonald’s is attempting to stay relevant. Leveraging the authentic reactions of real people in advertising (The stunt was filmed for a spot that debuted on broadcast May 12. A longer, 50-second digital version of the ad is currently running as pre-roll on YouTube and other sites) provides credibility and could potentially convince those on the fence to try the item.
Food trucks are everywhere in Austin. And now, there’s a new kid in town.
That new kid is McDonald’s, the fast-food juggernaut and 2015 South by Southwest sponsor. As if people couldn’t get any more cynical about South by becoming one giant playground for brands, the Golden Arches has settled right smack dab in the middle of it all with its own food truck—which is actually more of a food big rig, as this thing dwarfs any food truck you’ve ever seen.
Proving everything is indeed bigger in Texas, the sizable footprint takes up the corner of 4th and Red River Streets in downtown Austin. For its official SXSW debut, McDonald’s will have Fri-Fi stations for mobile device charging, street performances, live music, plus a truck that serves breakfast and lunch meals. With St. Patrick’s Day around the corner, the food trucks will also be doling out festive Shamrock Shakes. In contrast to the casual atmosphere of a food truck, the brand will also host a private party on Saturday evening that promises Maple Bacon Bourbon Old Fashioned cocktails.
Why It’s Hot
McDonalds is trying to be seen as a brand that knows its audience, offering up “Fri-Fi” (Wifi), charging stations, and testing products that people may not be apt to try on a normal day…for free. Getting people to come back is an important thing for the brand to work on.
We are all familiar with McDonald’s ‘Pay With Lovin’ campaign, having discussed it in Hot Sauce, prior to its SuperBowl debut. Now, independent brand monitors have shared results: an increase in WOM & purchase intent, w/little movement in favorability (sentiment was and is neutral).
– WOM saw a five percentage-point bump, with 29% of adults 18 and over reporting that they had talked about McDonald’s with friends and family over the past two weeks, compared to 24% just prior to the campaign launch.
– On game day, 36% of adults said they would consider making their next fast food purchase at McDonald’s; 11 days later, 39% said the same. One possible reason for the increase: people hoping to be chosen randomly for a free meal or watch others asked to perform a task, says YouGov.
Why It’s Hot: You might say the campaign is gimmicky, but it is fresh and new and kind of sweet…and, it worked. A 20% lift in WOM and 8% lift in PI are major accomplishments, especially for a brand that has such a huge volume base. This isn’t just reinforcing the idea that brand marketing should “be good”, but should “do good” (in this case, asking people to hug each other)!
McDonald’s pushes global harmony hard in its new brand campaign, which refreshes the long-running “I’m lovin’ it” tagline by putting more focus on the lovin’. The spot is called “Archenemies,” and features pop-culture foes suddenly finding peace.
McDonald’s has never really leaned that hard into the idea of love— often focusing on the “I’m” and “it” parts of the line instead of the “lovin’ ” part. But the brand thinks the time is right for a shift.
“We recognize, and our customers do too, all the negativity that surrounds daily life and we are choosing to celebrate lovin’ more,” it says in a statement. “McDonald’s is in a unique position to use its scale to bring back the positivity with more uplifting content and conversations in the lovin’ spirit.”
The brand feels like it’s on to something here. The refresh will include new uniforms, new packaging, new signage in restaurants and a new focus on being more responsive in social media—which is in line with the transparency campaign it’s been running lately.
Why It’s Hot
McDonald’s, a brand that still doesn’t allow fans to post on their Facebook timeline, is finally taking a step back and understanding the importance of transparency, authenticity and actually listening to what its consumers are saying. The fast-food chain is moving from a philosophy of billion-served to billion-heard, in order to evolve with customers. As the brand is experiencing a difficult time – declines in sales and facing a new type of more ecologically minded customer – can this brand transformation be its saving grace? It sounds like the brand has a few tricks up its sleeve, especially with a return to the Super Bowl with a 60-second commercial that “will reveal a big idea.” Only time will tell if the fast food chain can turn “lovin'” into sales.
A group of fast-food enthusiasts are pinging the chain restaurant en masse to put a new pie on the menu.
The McFried Ice Cream Pie Campaign has simple aims, and has chosen simple means for achieving them: in order to petition McDonald’s to combine two of its current dessert offerings, campaigners want supporters to use the effectively mono-functional app Yo to make their voices (or chirpy, pre-recorded simulacrum of them) heard.
To garner interest in the Yo petition, the group has also put together a number of posters and a short video (below).
The campaign’s manifesto reads as such:
The Fried Apple Pie and the Vanilla Cone are easily two of the most nostalgic items on the McDonald’s menu. Now imagine them together as one perfect, dreamy dessert. Can you taste it? No, you can’t. Not yet. We aim to change that. Let’s get the pie to the people. Stand with us and help unite these two favorites once and for all.
Why It’s Hot
To date, the relatively new and pseudo-popular app Yo has been through its paces in a handful of ways. Among other indicators of its mixed — if highly publicized — reception, Yo has already inspired two spoof apps. An app that seems to have relatively no purpose (one can argue that Snapchat, Twitter, Instagram and even Facebook at one point seemed to add no true value to our lives), Yo is finding its home among users in unique and thought-provoking ways.
How do you get young people to care about recycling? Free burgers couldn’t hurt.
DDB Stockholm and McDonald’s collaborated on a campaign in Sweden which allows customers to pay for hamburgers, cheeseburgers and even Big Macs with recycled cans. Billboards placed around Stockholm announce the campaign with a roll of plastic bags that can be used to collect cans for recycling. Each bag also explains the custom pricing for the promotion: 10 cans nets you a hamburger or cheeseburger, while 40 will get you a Big Mac. The billboards are mostly centered around parks or summer festival areas, where, as DDB Stockholm puts it, “you’ll find a lot of young people with empty drink cans and empty wallets.”
The campaign makes a lot of sense for McDonald’s, since it not only aligns the often criticized brand with a cause, but also gets a younger crowd inside the store—an age group which the brand has struggled to appeal to (at least stateside). And once in the store, many customers could opt for fries or a drink to go with the burger, increasing sales of such items. See full article here.
Why It’s Hot
Cause marketing- trying to entice consumers to recycle/go green
In a time where people are more and more health conscious, McDonald’s found an angle where they can get a younger crowd to come in and spend a little money, while still “doing good”
McDonald’s recently ran a number of sponsored ads on Instagram to promote the Bacon Clubhouse burger that was launched earlier this year to appeal to millennials and make up for slipping sales. These marketing efforts seem to be falling flat though with a swarm of backlash against the burger chain’s ad.
“While we are unable to provide specific details about our media strategies, we are always looking to engage with our guests and fans in fun and relevant ways in social media. Instagram allows us to share compelling and entertaining photos about our brand, food and more in unexpected and innovative ways,” said David Martinelli, digital marketing manager at McDonald’s.
One such ad appeared on Monday morning. The post had 45,347 “likes” and 1,941 comments, many of which were negative from users who were ticked off by seeing a McDonald’s ad in their newsfeeds.
Why It’s Hot
Actively, and successfully, engaging the Millennial audience is more than being present on the social platforms they frequent and throwing “text-talk” into copy or jumping on the next red-hot trend. This audience is difficult as they have the highest BS radar of all – they know when they’re being marketed to and more importantly, they see right through a brand’s attempt at being “hip” and take personal offense to intrusive brands in their personal social network feeds. As a result, it comes as no surprise that McDonald’s was faced with negative sentiment towards their new Instagram ads and it implies the brand’s lack of understanding of this audience. The platform’s popularity with the younger audience is a direct result of an unfiltered feed, free of ads, and it’s clear this audience is still resistant to this forthcoming change in their photo streams.
Restaurants are now realizing that they are “late to the technology revolution.” Recently food chains like McDonalds, Panera, Applebees, and Chilli’s Grill & Bar have been rushing to incorporate tablets, apps, and computerized kitchen equipment and data analysis capabilities. The aim is to speed up the overall process that a customer encounters at a restuarant like waiting for food or the check.
Ronald M Shaich, chief executive of Panera Bread formed this idea a few years ago after reflecting on his daily life. Shaich highlights how every morning it was a routine for him to call ahead to the local Panera nearest his house to have his kids lunches ready to be picked up. He says “It sudenly occured to me that this was a wonderful system for the C.E.O., but what about the other eight million people who order from Panera?” (Strom, NYTimes) His end goal is for customers to have an overall better experience, because in turn it will benefit the business.
Why it’s hot: It’s very interesting to see how technology can really make its way into any setting. Different types of technology are impacting the food service industry and this is only the beginning. Will tablets eventually take the place of waiters completely? Chilli’s claims that tablets have helped one of their biggest complaints- slow service.
As if Ronald McDonald wasn’t scary enough, McDonald’s introduced it’s new mascot this past Monday and it’s nothing short of terrifying (see below). And although McDonald’s says “Happy” was created to bring “fun and excitement” to its children’s meals, social media thinks otherwise.
We’re all aware how ridiculous the internet can be, and this week the people didn’t fail to bring the hilarity. From comments like “It’s the meal that eats you” and “I didn’t want to sleep tonight anyways, it’s cool,” it’s quite clear McDonald’s fell short in their approach.
However, in the midst of people hating on the animated red Happy Meal box, with its rows of large white teeth and beady eyes, McDonald’s is set to introduce Happy to the world. McDonald’s spokeswoman Lisa McComb said, “Social media is a great place to have a conversation and express an opinion, but not all comments reflect the broader view.”
Only time will tell if Happy bids well with McDonald’s global customer base. For now, though, have at it internet!
The World Cup is almost upon us, and official sponsor McDonald’s is launching a huge global effort that features new fry boxes that allow you to play and an augmented-reality app called McDonald’s Gol!
Beginning May 26, the chain will — for the first time — change its medium and large fry boxes globally for the promotion, offering 12 different World-Cup-themed designs featuring work from artists commissioned from around the world. The fry boxes will also serve as the entry point for an augmented-reality game on the app.
The app essentially turns the packaging into a virtual reality soccer field, where players try to flick a ball into the fry box, which serves as a goal. The game also uses other real-world objects in view as a way to bounce the ball off them to avoid increasingly difficult obstacles. Points are scored by bouncing off or moving the ball around the obstacles. Points are tallied by country, and players can share their scores via social media.
First promo commercial:
Why it’s HOT:
Seeing one of the biggest and most recognizable brands embrace the World Cup by updating their packaging to include an interactive augmented reality game is VERY HOT. Especially knowing that this is the first time in McDonald’s history that they’ve changed their french fries packaging makes it even more special. As a consumer, I’m going to go to McDonald’s and try out this game on my own smartphone! As far as McDonald’s is concerned, this is exactly what they wanted.
The introduction of Snapchat’s Stories Feature gave way to a new Snapchat Era – giving brands the perfect opportunity to connect with their millennial audience directly. Snapchat is in the spotlight right now as a social app that still delivers what marketers and brands are craving – authentic one-to-one engagement with young consumers without the stress of ever-changing platform algorithms. Only time will tell if Snapchat can help brands build meaningful modern loyalty with the millennial social audience, the “next consumer.”