000711 McDonald's Ads Tout Improved Restaurants & Menu

Oak Brook, IL -McDonald's has unveiled a new U.S. advertising campaign that introduces customers to the new look and feel of its U.S. restaurants, featuring improved technology and services, along with new menu items. For two years, McDonald's restaurants nationwide have been working to implement the improvements designed to meet the changing needs of today's consumers and achieve the company's goal of being the world's best quick service restaurant.

“Our goal is to provide the best service in the industry. The changes we have implemented have made McDonald's better, and it shows in our restaurants,” said Alan Feldman, president of McDonald's USA. “We asked consumers what they wanted, and they told us. We continue to make changes in our restaurants focused on bringing smiles to the faces of our customers -- everything from the way we cook our food to the way our crew interacts with customers.”

Based on customer research, McDonald's is focusing on five key initiatives, including:

-- Service: Improvements, such as Customer Order Displays, ensure Drive- Thru customers enjoy faster service and better accuracy for an enhanced experience every time.

-- Value: McDonald's will continue to focus on aggressive value offerings at the local market level.

-- Food: "Made-for-You" kitchen systems have been installed in McDonald's restaurants nationwide to prepare food "Made Hot and Fresh. Just For You." The system eliminates holding bins, opens up kitchens and allows customers to customize orders. In addition, to provide customers with more variety and delicious new tastes, McDonald's has rolled out several new products, including McSalad Shakers, new Grilled and Crispy Chicken Sandwiches, Big Xtra!, Fruit 'N Yogurt Parfaits and Breakfast Bagels -- with more products to come.

-- Fresh Look: With so many changes on the inside, McDonald's is bringing a fresh look to the outside as well. Many restaurants have been recently painted and newly landscaped for a new refreshed appearance.

-- People: McDonald's is making customer satisfaction a priority and is dedicating resources to developing and training its 600,000 crew people across the country to provide the best QSR experience. In addition, many restaurants are providing newly designed uniforms, creating employee incentive promotions and implementing various other programs designed to enhance the experience for both the crew and the customers.

To introduce the new McDonald's to customers, the company will launch a new advertising campaign, “We love to see you smile.” The campaign, developed by DDB Chicago, brings to life the customer-focused initiatives being implemented at McDonald's nationwide. Several of the commercials feature actual McDonald's restaurant crew employees to give customers a perspective from the people who work at McDonald's everyday. Additionally, Hispanic and African-American advertising was created and developed by del Rivero Messianu in Miami and Burrell Advertising in Chicago, respectively. Spots begin airing nationally on June 30.

“This campaign was created in a spirit of unprecedented collaboration with our owner/operators and our agencies,” said Larry Zwain, Senior VP Marketing for McDonald's. “Our goal was to create ads in the tradition of the best McDonald's advertising and capture the energy and excitement that embodies McDonald's today.”

RETURN TO HOME PAGE

E-mail: sflanagan@sprintmail.com