Advertising Age: McDonald’s Cooking Up Some Changes as U.S. Growth Slows

Although All Day Breakfast helped the brand growth when it first was introduced, its effects are wearing off as the year goes on. According to a recent Advertising Age article, global third-quarter same-store sales rose 3.5 percent.

The brand continues to revamp its U.S. strategy after seeing a lengthy sales slump from last year. With Omnicom the brand is trying to plan to be more adaptable in today’s ever-chaing environment and constant news cycle.

"You have to be ready to go if something happens competitively or there's a cultural moment, you have to be ready to unleash and put messaging out there that's relevant," said Deborah Wahl, chief marketing officer, McDonald's US. "The big thing today is to be more flexible in the approach."

The approach to the Super Bowl will remain the same. As an official NFL sponsor, the company will not be running a TV spot. The budget will instead be spent on ticket giveaways and other promotions.

Along with All Day Breakfast, McDonald’s is upgrading Chicken McNuggets with no artificial preservatives to appeal to diners who are more concerned with the ingredients and the food they are eating. With the tagline, "The Simpler. The Better." They are promoting the new changes.