The UK is one of US food giant McDonald's' key territories, but it faced several challenges from the late 1990s to mid 2000s. Inevitably the brand dominates the local restaurant market, but it struggled for several years to adjust to consumer concerns over unhealthy eating. Those problems appeared to have been resolved in the mid-2000s and in 2007, McDonald's UK reported its highest sales for more than a decade. That improvement has continued since then. For a time the group also dabbled in other brand chains. It acquired a minority stake in much admired British sandwich chain Pret a Manger in 2001, but sold those shares sold in 2008.
Selected McDonald's UK advertising
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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. The Adbrands Company Profile of McDonald's UK summarises the company's history and current operations and also contains the following brand links:
McDonald's UK website
Adbrands Weekly Update 24th Nov 2016: Ads Of The Week: "The Doll". We said last week that we wouldn't be featuring any further seasonal ads, but (with apologies to Michael Corleone), just when we thought we were out, they pull us back in... We don't remember McDonald's running a Christmas special in the UK before, but that seasonal ad fever has clearly spread to the Golden Arches too. Leo Burnett London's spots for the fast feeder are always among their best work, and this time they've knocked one out of the park. It's lovely; far more subtle and emotionally delicate than you might expect from McDonald's usual blokey-jokey, man-in-the-street campaigns. Juliette is a charming creation; though what she sees in Meteor Mike, we have no idea...
Adbrands Weekly Update 28th Jan 2016: It's the power of a good breakfast: McDonald's delivered its best US quarterly growth for almost four years as a result of the introduction of all-day breakfast. That change has been requested by customers for years but required significant logistical changes to allow the preparation of Egg McMuffins and other breakfast items alongside Big Macs and other all-day offers. It was worth it, as US 4Q same-store sales jumped 5.7%, well above all expectations. However, the rising dollar weighed heavily on results for the year as a whole, causing annual global revenues to tumble another 7% to $25.41bn. At constant rates they would have risen 3%. Net income fell 5% to $4.53bn, also as a result of currencies. The UK remains one of the group's single best-performing markets, having experienced none of the declines felt in the US. Local CEO Paul Pomroy reported that 4Q represented the chain's strongest ever quarter in the UK. Sales have grown for 39 consecutive quarters and recorded a "mid-single-digit" increase in the final three months compared to the prior year. Pomroy also announced the roll-out of table service and cooked-to-order gourmet burgers to around a third of the company's 1,250 British outlets.
Adbrands Weekly Update 26th Mar 2015: McDonald's UK chief executive Jill McDonald has resigned after five years in that role to head up bike and car accessories retailer Halfords. She replaces Matt Davies, who has joined Tesco as UK MD. Her successor at McD has yet to be appointed.
Adbrands Weekly Update 21st August 2014: Ads Of The Week: "The Tree". The long-running and astonishingly productive partnership between McDonald's in the UK and Leo Burnett bears more fruit in the form of this lovely new slice-of-life spot. It takes some nerve to navigate such a circuitous route to a brand message, but clearly McDonald's and Burnett are fearless, highlighting the fast-feeder's social responsibility credentials in a refreshingly down-to-earth and accessible way. Top notch as always.
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