In 2018, after losing 11 million visits over a five-year period, McDonald's Sweden was in need of a turnaround. We developed the brand platform “Big enough to make a difference”, an idea that came to guide the entire organization of 12,000 employees in Sweden.”
Over the course of a few years McDonald's launched over 20 initiatives; expanding its electric vehicle charging network, creating biodiversity initiatives, publishing millions of children's books in Happy Meals, reducing its plastic use by hundreds of tons, replacing physical balloons with digital balloons, engaging thousands of employees to collect trash, and making important contributions to Ronald McDonald House Charities so families can stay close during a difficult time, as well as opening the door for 10,000 young people from the ‘hopeless generation’. All under its platform “Big enough to make a difference”.
With +20 campaigns that have strongly influenced brand perception and visit intent, McDonald's saw 60 consecutive months of visit and sales growth. Sales have increased by 26% since the launch of the platform, and the market share has increased from 40% to 50%. In addition, the franchisees' cash flow has increased by over 100%. And the long-term platform continues to deliver striking results for the business – helping drive sustained, profitable growth.