How McDonald’s got consumers to fall back in love with burgers
By Clark Turner
When fast food restaurants are being labelled in the press as the main culprits for rising obesity in the UK, to step into the top marketing job at McDonald’s is something many would run from.
But for Jill McDonald (pictured) it was a challenge she couldn’t say no to. Turning around the chain with a radical overhaul, she has helped deliver eight successive quarters of positive sales. Her efforts were recognised recently when she won the Marketing Society’s Marketer of the Year Award.
Jill’s transformation of McDonald’s began in 2006 after she joined from a top marketing role at British Airways. During 16 years with the airline she climbed to the top position as Global Marketing and In-Flight Business with responsibilities spanning global advertising, sponsorship, design, research, in-flight retail, entertainment and employee engagement.
“I’d done every marketing job going with BA and was at the top so needed to move on to progress my career,” she explained to UTalkMarketing. “McDonald’s is one of the world’s biggest brands and having gone through some difficult times and after meeting the inspiring team, it was too good an opportunity to miss.”
How can McDonald's take their marketing strategies in the UK and use them in the US?
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