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MCDONALD’S: PROUD TO CRAVE By Sahil Nathu, Junior Strategist at Sid Lee Amsterdam

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MCDONALDS: PROUD TO CRAVE EXECUTIVE SUMMARY The Big Mac is feeling its age. Fast food competitors have upped stakes in quality and in choice, whilst media have showcased the damage that McDonalds’ food causes to

individual’s health (see M. Spurlock, 2004 & J. Oliver, 2015). In response, McDonalds’ introduced more burgers, sandwiches and salads. Introduced more advertising about quality of produce. Culminating in making Big Mac go from the alpha burger of the quick service restaurant industry, to an emblem for western obesity. And yet it is still a burger known by billions worldwide (see L. Chao Fong, 2015). One which UK’s youth purchase everyday. Only now people feel shameful when eating cheap and unhealthy food. Therefore, to stay relevant amongst Britain’s urbanites and increase purchase, transformation is required. One way is premiumising the burger. However it would affect the bottom line, potentially impacting the franchise structure and reduce fame achieved by the original recipe. Maybe a strategy that is too influential on the overall business model. Instead perhaps the solution lies in finding a way to make UK’s youth feel better about buying and eating Big Macs. Let’s turn ’the crave’ for a Big Mac from a sign of shame into a sign of pride.

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The iconic Big Mac. 2 patties, 3 buns, lettuce, cheese, pickle, onion and the unique burger sauce.

ASHAMED OF THE CRAVE Today eating a Big Mac comes with a love-hate relationship. Britain’s youth may still eat a Big Mac, but with a stigma and guilt about the purchase rather then the happiness once associated with chowing down on the iconic triple-bun burger. When asked, 16-24 urbanites were quoted (see McDonalds’ Kings Cross Survey, 2015): “Sometimes I’m craving for a Big Mac. But I never feel good about myself afterwards. “ “Big Mac is like a trip to a version of a food brothel. It does the job, but it makes you feel wack afterwards. “ The guilt, the shame, the stigma felt from society. All emotions today’s youth feel when eating a Big Mac. FOOD FOR THE SOUL Big Mac is spoken with shame, but not comfort food, where nostalgia drives an average of 64% comfort purchases globally (see Datamonitor, 2009). It is the core justification for people who indulge in unhealthy food because there is a vindication for people to eat mac and cheese like mum used to make or meatballs like your ex cooked up. Therefore the Big Mac needs to find a positive emotional benefit for those who indulge. Just like comfort foods has found with nostalgia.

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DON’T THROW THE BABY OUT WITH THE BATHWATER The quick service restaurant industry has changed. The last 15 years has been a barrage of

criticism from media about McDonald’s produce. This allowed new businesses to offer alternatives for the modern fast food buyer. First came the ‘’fresh’’ sub-sandwiches (Subway), and then the ‘’gourmet’’ burgers (Handmade Burger) and now you have ’’ethically-sourced’’ fast food (Chipotle).

However McDonald’s still remains the most famous restaurant in the UK.      The Big Mac combination is still revered. From the working class to Michelin chefs (see Business Insider, 2015). 2 patties, 3 buns, lettuce, cheese, pickle, onion and the unique burger sauce. A combination of ingredients which Britain’s youths understand as the unique flavor of the Big Mac. As time passes, it becomes a meal of habit, a burger bonded to transitional teenage-adulthood moments (from affordable first dates during teenage years, hangover remedy after a university night out, to the comfort of familiarity whilst backpacking in an alien country). It is evident that British youths still choose to eat Big Macs, but the core of the problem is the ‘’wack’’ feeling associated with the purchase. To solve this McDonald’s could evolve the product to something more premium, reacting to pressures from media and to the threat of competitors. But in return, this would remove a proud 47-year-old recipe which is known to millions. Additionally this would make the burger less affordable and impact profit margins. A trade off which may compromise the positive aspects of the iconic Big Mac. THE PRO-SOCIAL GENERATION To change the ‘’wackness’’ of a Big Mac into something relevant amongst 16-24 youths, it is important to understand and create a Big Mac feeling that connects with this generation’s mindset. Lydia Jones (see Crowd DNA, 2015) explains that 16-24 youths are become people who constantly seek to make a positive impact on society, but wanting to do this in their own way. They have been coined generation pro-social. ‘’This is generation feeling pressure to change the world. They want to better their happiness in comparison to the generations they have seen before them. To leave a mark on this world. As digital natives they are immersed in news 24/7 and are fully confident voicing opinions online about social change. They aren’t convinced that mainstream politics can do this and take it on themselves. However when they cannot make a difference, they feel judged by fellow peers. ”

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This creates an opportunity for McDonald’s to create an emotional benefit by offering a platform for social good. It’s already happening in Canada with McHappy day, a day where every $1 from a Big Mac purchased is donated to children’s charities. And beyond this Orange Mobile’s RockCorps, which is giving people the chance to work on local community renewal projects in exchange for tickets to music concerts. A program now global with over 160,000 volunteers. Therefore Big Mac can offer the pro-social generation a chance to give a bit and get a bit. To vindicate purchases of a Big Mac by making the burger enable social good and not just be judged on what the burger is made from or tastes like.

McHappy Day Canada. An annual event where a percentage of McDonald’s revenue goes to charity.

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PROUD TO CRAVE Therefore the Big Mac becomes a platform for social good. In doing so making craving a prouder achievement and helping give pro-social generation a chance to make a difference. Here are four key experiences McDonald’s can focus on and creative executions. Produce experience: For every 10,000 Big Mac’s purchased in store, McDonald’s will invite 100 people who cannot cook into their kitchen to learn how to make the famous burger and it’s iconic burger sauce. Transformation of students can come to life through thought-provoking print adverts about the importance of education on food. Distribution experience: With street food trucks becoming increasingly popular, McDonald’s creates an online competition for 16-24 year old backpackers to travel the world in a food truck and donate Big Macs to those who need to satisfy burger cravings. This could be amplified as webisodes and social media messages throughout the self-discovery journey that lays ahead for the lucky travellers selected. Moving forward, it could become a local program for youngsters to join as well. In-store experience: Birthday parties at McDonald’s were once something kids looked forward to. What would the adult party look like today? Perhaps it isn’t birthdays. Maybe charity events, which raises money for needy countries via buying exclusive Big Mac table service, emerging DJs providing music through a partnership with Mixmag and the chance to bid for donated artwork. It could then become an opportunity which people can organise themselves with local franchises (similar to how people organise Ted X for local communities). To amplify the message, a digital content platform can showcase impacts that these parties can make and print showing the difference made for the needy. Digital experience: We can give people a chance to give away a Big Mac to someone needing a burger via Facebook. Rewarding a person’s hard work in society (no matter how big or small their footprint is).

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FINAL THOUGHTS: By associating the Big Mac with public good and giving pro-social generation the platform towards making this happen, McDonald’s can transform the stigma and shame currently felt by youths whilst eating the Big Mac into a positive emotion which is bigger then the burger you choose to eat. Making UK’s youth proud to crave the Big Mac. THE END (Word Count: 1000)

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REFERENCES

BUSINESS INSIDER, 2015,Why a chef loves McDonald’s.

available at:http://uk.businessinsider.com/why-a-chef-loves-mcdonalds-2015-4?r=US

CHAO FONG. L, 2014, McDonald’s bigger then jesus?

available at: http://www.swlondoner.co.uk/bigger-jesus-mcdonalds-golden-arches-

recognisable-christian-cross/

CROWDDNA, 2015, Interview about UK youth trends.

available at: Transcript available on request.

DATAMONITOR, 2009, Global Consumer Trends.

available at: http://www5.agr.gc.ca/resources/prod/Internet-Internet/MISB-DGSIM/ATS-

SEA/PDF/5979-eng.pdf

MCDONALD’S KINGS CROSS SURVEY, 2015, Big Mac survey.

available at: Transcript available on request.

OLIVER. J, Pink Sludge Test.

available at: http://www.dailymail.co.uk/news/article-2092127/Jamie-Oliver-Victory-

McDonalds-stops-using-pink-slime-burger-recipe.html

SPURLOCK.M, 2004. Supersize me.

available at: http://www.theguardian.com/film/2004/jul/16/foodanddrink.shopping

WILEY, 1996. History of McDonald’s.

available at: http://www.wiley.com/legacy/products/subject/business/forbes/kroc.html