As a brand and business that defined and dominated an industry, with an incredible infrastructure that rivals Amazon, McDonald’s has been challenged to remain relevant in recent years – especially among coveted Millennials. Sales have lagged. Brand trust has eroded. Marketshare has diminished. While fast casual is the new fast food, and Starbucks and Chipotle are leading the way.


We worked with McDonald’s to address this business challenge head on. We studied the marketplace and food culture. Then we identified and tested innovative initiatives that allowed McDonald’s to tap into the $1B Grab & Go category, and appeal to modern moms and Millennials. One result was All Day Breakfast, which went to market test April 2015 and rolled out nationally October 2015. McDonald’s Q4 sales jumped 6 percent. And “All Day Breakfast” is defining a refreshed direction for the brand.