The After-Dinner Dinner campaign for McDonald's is a great example of direct marketing because it cleverly used targeted messaging to spur engagement and action. Geolocation services were used to identify people in the vicinity of fine dining restaurants in Dubai, and serve them push notifications telling them to bring their expensive check from the fancy restaurant and present it at the counter, to get a free meal. And in the Dominican Republic, flyers for the promotion were placed on cars in the valet parking area of fancy restaurants, urging people to do the same.

Dubai is a foodie’s dream, a city filled with Michelin-starred restaurants and top-tier chefs. So it’s little surprise that fine dining is an extremely popular pastime. But regardless of whether you’re ordering duck confit or salmon maki, one issue is bound to come up at the dinner table – portion size. Or, more specifically, the lack thereof. Because when it comes to fine dining, it often seems that the more expensive the meal is, the less of it you get. And then to add insult to injury, you have to grin and bear your small serving in the hopes of not appearing “cheap” or “greedy” in front of your fellow diners. It’s a sensitive topic that’s recently done the rounds on social media, with many users stating that they still feel hungry after leaving an upmarket restaurant. So hungry, that they head to the nearest fast-food joint on their way home. And more often than not, that fast-food joint is a McDonald’s.

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 wanted to be there for them with a one-of-a-kind promotion designed to leave them satisfied. We used geolocation services to target and send push notifications to fine diners in the vicinity of fancy restaurants. We also targeted them with OOH near the restaurants and placing flyers on cars in fancy restaurant parking. After eating their dinner all they had to do was stop by their nearest McD's on the way home, and present their expensive bill at the counter, in order to claim a free meal that's fulfilling on many levels.

The strategy focused on targeting the desired demographic: males and females 25 to 45 who frequent fancy restaurants at least once a month. Leveraging geotargeting, the campaign reached these consumers during upscale dining, between the hours of 8 PM and midnight. By strategically timing communication and offers to coincide with their dining, we maximized engagement and conversion. This approach ensured that the campaign message resonated with the target audience when they were most likely to seek a satisfying meal after their upscale dining experience. And our CTA formed the cornerstone of the promo - getting people to swap their expensive bill for a free meal instore.

As a result, we effectively captured the consumers’ attention, driving significant increases in footfall, sales, and consumer awareness across the UAE, Dominican Republic, and the rest of the world. Also, it added to McDonald’s equity by making feel good moments accessible and affordable for everyone.

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 9 pm and 3 am. Those who came in brought their friends with them which increased the sales by 24%, 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 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 loyalty.