McDonald’s were looking to clarify their core McFlurry range, while building a pipeline of the most incremental product innovations for future launches and promotions.
To do this, we needed to truly understand the optimal McFlurry range in terms of tangible sales volumes. This helped to inform the impact that future launches may have on their core menu.
We used our SURF methodology to identify incrementality and cannibalization within the sales data, allowing us to provide more targeted segmentations and developmental guidance.
Our research clearly identified that the time was right to make significant changes to the menu. As a result, McDonald’s replaced Cadbury’s Dairy Milk and Crunchie with Smarties and Maltesers. It also fueled their pipeline for promotional additions throughout the year, with the confidence that they would provide incremental support to the core range. McDonald’s were so confident with the Maltesers product that it took a starring role in the brand’s 2018 UK Christmas Ad.
"We would not have been in a position to make clear recommendations to the business without MMR’s support."
Insight Manager, McDonald’s UK
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