In many countries, McDonald’s sells exclusive items that are tailored to local palates, from the ‘Maharaja Mac’ in India to Poutine in Canada.

Why?

A) Big Macs and McNuggets are universally-loved but drive volume, not value. Localised items are higher-value and so critical for growth.

B) Localised items allow a global titan like McDonald’s to build an emotional connection with local audiences, driving long-term preference.

Here, New Zealanders (Kiwis) have the Kiwiburger.

Add beetroot and egg to your standard burger and you have a blimmin’ Kiwi delicacy!

When Kiwiburger launched in 1991, it became an icon.

But by 2020, it had started to fade.

So, our objectives were:

1. Emotionally re-connect Kiwis with the Kiwiburger

2. Increase perception of McDonald’s as ‘part of the New Zealand culture’ by 1-2%

3. Encourage trade-up to Kiwiburger from Big Macs

4. Increase Average Cheque Size (average spend per customer per visit) above $12.24NZD