In response to the growing trend of upscale dining experiences leaving consumers with empty wallets and empty stomachs, McDonald’s launched “After Dinner Dinner”. Recognizing that many diners visited high-end establishments more for the ambiance than the food, the campaign aimed to address the disconnect between price and portion size. The brief was clear: strengthen the bond between McDonald’s and its consumers, positioning McDonald’s as the solution to post-fine dining hunger.

The objectives were: increase footfall and boost sales while fostering brand loyalty. Leveraging social media, in app ads, and instore digital screens, the campaign resonated with consumers across various regions. By offering a free meal in exchange for a fancy dinner receipt, the campaign not only provided a solution, but also sparked engagement and conversation online. The results were impressive, with an increase in footfall translating to a remarkable uptick in sales, strengthening brand relationships and driving business growth.

Because so many fine-dining customers leave fancy restaurants with empty wallets and emptier stomachs, McDonald's launched a one-of-a-kind promotion designed to leave them satisfied. After having dinner at an upmarket eatery, all they had to do was stop by their nearest McD's on the way home, and present their expensive bill at the counter, to claim a free, fulfilling meal. The campaign insight was so universal that once customers in other countries heard about it, they started petitioning it to launch in their region. And the brand obliged by launching the promo in The Dominican Republic, where it was a huge success. Now there are plans to launch in other cities worldwide. The campaign had huge impact, as it proved that by paying attention to people’s gripes and using clever targeting, a brand can appeal to a new customer base, and increase their sales by giving away a free meal.

Our strategy focused on the insight that many people leave expensive restaurants still feeling hungry, because of small portions. The campaign communicates that McDonald's understands and addresses the gap between the expectation and reality of fine dining, positioning itself as the go-to option for a satisfying meal post-fine dining. Targeting fine diners in the culinary cities of Dubai and Abu Dhabi who frequent expensive restaurants and who are active on social media, with an approximate age demographic of 25 to 45; an audience who appreciate gourmet food but also value satisfaction and practicality. The campaign used Geolocation services to send push notifications to diners in close proximity to a McDonald’s, and OOH in optimal locations close to high-end restaurants. Digital and physical assets were created and distributed, including social media teasers, in-store materials, and local radio announcements. We created media buzz that rapidly spread from regional to global media

The campaign launched on February 29th, 2024 with a teaser-phase on social media in Dubai, on local radio stations and via PR articles. Next, it rolled out in select stores in Dubai and Abu Dhabi, with in-store and in-app messaging promoting the campaign. This was supported by geolocation services to target people near fine dining restaurants in Dubai, and serve them push notifications urging them to go to their nearest McDonald’s on their way home, for a filling meal. The insight proved so universal that customers on social media asked for it to roll out in their countries. And so it launched in select stores in the Dominican Republic, where flyers were placed on cars outside fancy restaurants, and OOH messaging was placed around them. Now McDonald’s has expanded it to all stores in Dubai and Abu Dhabi and is in the process of launching it in more countries.

The “After Dinner Dinner” campaign yielded remarkable results across the UAE and the Dominican Republic, demonstrating its efficacy in addressing the post-fine dining hunger gap. Both regions experienced substantial increases in footfall, with a notable 35% surge particularly evident during weekends between 9pm and 3am. Those who came in brought their friends with them, which increased sales by 24% (14% above target) , underscoring the campaign’s tangible impact on consumer behavior. Leveraging social media and word of mouth, the campaign organically expanded its reach, accumulating an impressive 100 million impressions (55 million above target) across both markets. Importantly, consumer awareness soared as the campaign progressed, with the insightful solution becoming a habitual choice for diners. The success of the campaign not only boosted sales and foot traffic but also solidified McDonald’s as the go-to destination after upscale dining experiences, affirming its relevance in satisfying post-fine dining cravings and fostering consumer.