McDonald's Indonesia activates Eid with community-led celebrations nationwide

McDonald’s Indonesia has marked its 35th anniversary with its first-ever simultaneous Eid open house, held across 10 restaurants nationwide from 26-29 March 2026.

The initiative drew thousands of attendees from across customer groups, employees, supplier partners, and local communities, positioning the activation as one of the brand’s largest public-facing Eid celebrations to date.

Held in cities including Bogor, Depok, Tangerang, Bekasi, Bandung, Semarang, Malang, Makassar, and Pekanbaru, the open house format transformed selected outlets into communal gathering spaces. Activities ranged from halalbihalal sessions and live entertainment to the distribution of 1,000 complimentary PaNas 1 Ayam McD Gulai Perkedel meals.

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The campaign reflects a deliberate move to deepen brand affinity through culturally rooted, offline engagement at scale – leveraging Idulfitri not just as a seasonal promotion window, but as a platform for community-building.

“For 35 years, McDonald’s Indonesia has grown alongside the community, embracing the spirit of ‘Sepenuhnya Indonesia’ rooted in togetherness, family values, and mutual cooperation. We organised this open house as a space to strengthen bonds and as a gesture of appreciation for all those who have accompanied us on our journey – from our customers and supplier partners to employees and local communities,” said Caroline Kurniadjaja, associate director of marketing at McDonald’s Indonesia.

A multi-stakeholder brand experience

The open house brought together a wide cross-section of stakeholders, including loyal customers such as Superfans McD, supplier partners, orphanage children, elderly communities, artists, religious leaders, media, government representatives, MSMEs, as well as current and former employees.

This multi-layered participation underscores a broader brand strategy: positioning McDonald’s Indonesia not only as a quick-service restaurant chain, but as a social touchpoint embedded within everyday Indonesian life.

Community integration was further reinforced through curated programming, including performances by employees and guests, interactive activities, and a bazaar spotlighting local MSMEs – creating both economic and social engagement within the same footprint.

Entertainment also played a key role in driving footfall and emotional connection. In Bogor, the appearance of Project Pop at the Cibinong outlet drew crowds, turning the activation into a shared cultural moment as visitors sang along in a festive, communal setting.

Strengthening cultural relevance through Eid

By embedding traditional practices such as silaturahmi and halalbihalal into its activation, McDonald’s Indonesia aligned its global brand with local values.

“We appreciate the ongoing collaboration and support provided by McDonald’s Indonesia, including for the children in our pesantren. Initiatives like this are highly meaningful because they not only serve as a moment for gathering, but also strengthen the bond between the company and the community,” said KH. Aris Ni’matullah, chairman of Yayasan Lembaga Pendidikan Islam Buntet Pesantren Cirebon.

With more than 300 outlets nationwide operated by Rekso Nasional Food, McDonald’s Indonesia is leveraging its physical footprint as a distributed network of engagement hubs.

As brands compete for relevance in an increasingly fragmented media landscape, initiatives such as this point to a growing emphasis on physical experiences that foster emotional connection, cultural alignment, and long-term loyalty.

Earlier, McDonald’s Indonesia held its Safari Dongeng Ramadan (SADORA) at Masjid Istiqlal in Jakarta, welcoming 500 children from orphanages, communities, and McKids clubs for interactive storytelling sessions. The event also included symbolic donations for 100 orphans and concluded with children receiving iftar packages, creating a warm, educational, and memorable Ramadan experience.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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