‘How Very un-McDonald’s’

‘How Very un-McDonald’s’


While McDonald’s in the US has been forced to close down stores and restructure operations, the Australian arm of this global company is doing incredibly well.

In fact, the company reported ten consecutive months of positive sales in Australia, which is vastly better than it’s doing in many other parts of the world. (China operations have also been struggling in particular, thanks to food quality debacles).

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The company started rolling out a series of ads in the middle of 2015 based on the slogan ‘How very un-McDonald’s’.

As the slogan suggests, it pokes fun at the brand’s reputation as a purveyor of cheap and quick junk food, and shows foodies enjoying customised hamburgers at McDonald’s.

The ad campaign accompanies a new ‘Create your Taste’ initiative at McDonald’s Australia that allows customers to customise their meals.

“McDonald’s is innovating and changing again to meet the needs of our customers,” says McDonald’s Australia CEO Andrew Gregory.

“All of our innovations have been led by Australians. What we’re really doing here is just what our customers have asked us to do.”

“Market teams in Australia have recognised and acted upon the need to offer greater choice and personalisation with our burgers and we’re seeing encouraging results,” adds McDonald’s spokesperson Becca Harry.

Considering its success, it might not be long before we see McDonald’s SA following suit.

GG van Rooyen
GG van Rooyen is the deputy editor for Entrepreneur Magazine South Africa. Follow him on Twitter.