Fast food giant McDonald’s has seen a rise in public perception of the brand since it unveiled the return of McGriddles last month. To tease consumers before the official launch of McGriddles, McDonaldâs created a marketing campaign with Leo Burnett Singapore, whichÂ it recently partnered.
In a statement toÂ MarketingÂ previously, a McDonaldâs spokesperson said the seasonal breakfast itemÂ was requested by customers since its removal from the menu and that the campaign will beÂ marketed viaÂ ATL, OOH, in-store, digital and social platforms and executions. The sale of McGriddles was also in limited quantity, as the fast food giant also soldÂ exclusive merchandise.
Despite the limited availability, McDonaldâs satisfaction score, which measures whether people were satisfied customers of a brand, rose from a 41.9 on the day of the announcement to 49.2 on 17 March, a jump of +7.3 points in three weeks.
Alongside the McGriddles, McDonaldâs also recently introduced crispy chicken to its menu for a limited time only. The introduction of the limited edition fried chicken followed an increase of customers at McDonaldâs, according to YouGov’s statistics. On the day of the announcement, McDonaldâs current customer score was at 53.9. As of today, it sits at 58.5, indicating an increase of +4.6 points.
Other metrics have also performed well since the new editions to the menu. The brandâs buzz score (which measures whether people have heard anything positive or negative about the brand over the past two weeks) have risen from 21.5 to 33.1 (an increase of +11.6 points). McDonaldâs recommend score (which measure how many people would recommend the brand) also rose from 23.5 to 32.7, indicating a rise of 9.2 points.
Ervin Ha, YouGov APAC head of data products said for a brand that generally enjoys stable brand metric scores, itâs “interesting” to see such a spike. “The introduction of these two new items to the menu appears to have Singaporean consumers hungry for more, and the novelty doesnât seem to be wearing off. Other QSR brands should take note, of how something as simple as a menu addition could sway brand health,” he added.
Early this year,Â McDonaldâs launchedÂ a year-long campaignÂ to celebrate its 40th anniversary since the restaurant chain opened its first location at Liat Towers in 1979. With over 130 restaurants across the country, the campaign titledÂ âCome home to McDonaldâsâ, reflects on four decades of creating memories in Singapore. The campaign is centred around a 60-second spot featured on FTA, cable, cinema and digital platforms. Launched on 1 January, the film is supported in print with other activation planned throughout the year.