Salmon Theory

📊 Case Study: McDonald’s: How we got customers lovin' it (IPA Gold Winner, 2022)

Published about 1 month ago • 3 min read

Hi friend – Rob here. Today in Salmon Theory+: a summary of McDonald's IPA Effectiveness Award (Gold). This is a summary of the first principles behind the work. For the full data and story, check the IPA paper. (Sadly i can't distribute the original!) Let's get into it. 🚨 Problem: McDonald’s was facing declining sales, visits, love and trust scores in the UK due to negative public sentiment and new competitors. 💡 Solution: They established a new brand-building model based on three timeless...

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