Great Expectations

McDonald’s must continue to evolve as they continue to disrupt consumer expectations.

Insights

McDonald’s marketing professionals understand culture. They preach the gospel by engaging microcultures, especially fan culture, activating the network. However, McDonald’s must maintain and evolve its efforts to continue growing. It must understand the tensions between the intersectional identities that empower the crew, empowering the consumer, empowering the brand.

Strategy

Future marketing efforts leverage the crew, intersectional identities, and multi-hyphenates, showing consumers that McDonald’s continues to set Great Expectations by acknowledging the human experience.

Impact

By interacting with the crew, McDonald’s activates the network, impacting consumer perceptions of the McDonald’s brand and creating alignment with their ideologies.