Marketing directors, also creative or charismatic, should not get all the credit when a company succeeds. At the same time, they don’t deserve all the blame when he stumbles.
Tariq Hassan, who recently Announced plans To leave the company, joins McDonald’s As the United States in marketing and customer experience in September 2021. Alyssa BuetikoferMcDonald’s Canada’s current CMO will take over on February 15.
Below you will find four graphics that assess the health of McDonald’s while Hassan directed his American marketing service.
First, income.
The company rebounded after the troubles during the pandemic, American comparable sales increasing by 7.5% in the last quarter of 2021.
By 2024, Hassan had supervised Several popular marketing campaignsincluding Grimace anniversary and a HAPPY-MEAL SEY-UP With the flea market of the Streetwear brand cactus factory. However, the growing cost of fast food was too much for some consumers tired of inflation. Sales with comparable stores decreased by 0.7% in the second quarter.
According to a E. coli epidemic Lédé aux onions served on his quarter -book burgers in September and October, McDonald’s should end the year during a slowdown due to the drop in pedestrian traffic. The company should publish its results of the fourth quarter 2024 on February 10.
Although Hassan has finished his time at McDonald’s on a difficult note for sales, the company’s share price has outperformed competition during his mandate.
In December 2024, the company’s shares increased by approximately 20% compared to July 2021, just before the arrival of Hassan.
Yum! The brands, which have KFC, Taco Bell and Pizza Hut, remained flat during the same period. Restaurant Brands International, the parent company of Tim Hortons, Burger King and Popeyes, experienced similar results.
Wendy’s, on the other hand, saw its stock market price decrease by almost 30%.
Regarding what we, the adults, felt about McDonald’s, who remained unchanged.
The figures of the Morning Consult data analysis company, which examines thousands of consumers every day, show that the brand’s favorability score was coherent from the middle of 2021 at the end of 2024.
Although the public has a more positive vision of Wendy, he has a similar impression of McDonald’s, Taco Bell and Burger King.
However, an area where McDonald’s has decreased in the eyes of Americans is value.
The additional Morning Consult figures reveal that fewer American adults believe that McDonald’s offers a good deal for the price compared to the time Hassan joined the company. Wendy and Taco Bell also fell in this regard, but not as much as McDonald’s.
To fight against this perception, McDonald’s recently unveiled a McValue menu, which includes a $ 5 meal and the possibility of buying an item, then getting another for only $ 1. The company made its debut advertising campaign With actor John Cena earlier this month to promote him.
