PROBLEM:
What we know 35% Gen Z is choosing to skip breakfast or choosing competitors like Starbucks over McDonald’s for their morning meals. What we want Make McDonald’s the go-to choice during the tournament by promoting McDonald’s World Cup Breakfast in The U.S. to help build long-term Gen Z breakfast loyalty.
Reference >>
SOLUTION:
Our Goal’s!!!!
»» Increase breakfast sales by 5% during the World Cup Period.
»» Increase foot traffic and mobile app breakfast orders by 10%.
»» Raise awareness and recognition for McDonald’s as the go-to breakfast choice during the World Cup.
What we also want
Make McDonald’s the go-to choice during the tournament by promoting McDonald’s World Cup Breakfast in the U.S. to help build long-term Gen Z breakfast loyalty.
Let’s look at the Target Audience
The real MVP: Our audience
Primary Audience: Gen Z (18-24)
Social media savvy, and all about the newest trends
They value community and love to be a part of the social happenings, even if they don’t know it all
They can be die-hard or casual fans, but one thing is for sure: they love the fashion, community, and experiences around the sport
Secondary Audience: Families
They are passionate fans who enjoy celebrating the sport together and the shared moments and meals
They prioritize convenience and easy access, and value affordability
If their team is playing, they’d like to make every match a family gathering event.
The Breakfast Cup:
Where the celebration comes alive right in your hand
Breakfast Cup participants will choose their favorite #WorldCup team and earn points by ordering food through the app during breakfast time. The celebration comes alive in your hands.
With games played at different time zones, fans may (inevitably) miss a shot or two. For the limited time of the World Cup, McDonald’s brings the World Cup to your pocket through its app – accessible anywhere, anytime.
Customers can enjoy live score updates and highlights from the games, free food when their team wins, and an invitation to play McDonald’s version of the Breakfast Cup.
The Breakfast Cup
Participants will choose their #WorldCup team and earn points through ordering items during breakfast meal times through
the appEasy goal: Winners of the Breakfast Cup will be determined by the highest points earned by each in-app country team at the conclusion of the World Cup, and win the coveted prize of the Breakfast Cup, a once-in-a-lifetime collectible.
‘Hot Kicks’ Sneaker Drop
Let’s include sneakerheads
Limited-edition sneaker collab inspired by the special Hot Kicks Sauce.
Drop culture attracts hypebeasts, sneakerheads, and Gen Z fans.
To increase traction, only specific McDonald's locations at a specific time in each city will have them.
Proves McDonald’s can be part of fashion fandom, not just sports.