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...