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The McDonald’s Corporation is the world’s largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries across 35,000 outlets. Their first NZ restaurant was opened in Porirua in 1976, and they now have over 160 stores nationwide.
McDonald’s engaged Limelight New Zealand to work with them on Nationwide campaigns, often working with very tight time frames, in-store health and safety restrictions, franchise arrangement challenges and ambitious sales targets, using very limited budget. Limelight has been able to consistently overcome these challenges by developing a thorough understanding of the McDonald’s brand and company requirements around regular campaign support. The following methods and merchandise have been applied:

  • Drawing from the ex-stock product range to meet short delivery time frames.
  • Using the in-house graphic team to reduce artwork fees to maximize budgets.
  • Utilizing comprehensive cloud based business system to meet the invoicing requirements of a split mix of franchise and head office owned stores.
  • Collating group orders to maximize economies of scale across the group.
  • Monitor production and shipping of offshore orders with our Asia based team, reducing Custom Clearance delays due to the high-profile brand.
  • In-store campaign promotion using products such as staff tees, badges and caps, paper flag bunting, signs, banners, sticker decals and hanging mobiles.
  • Gift with purchase products – wrist bands.
  • Merchandise for events, sponsorship programs, and TVC shoot crew – caps, tees, socks, bags and other branded items.

McDonald’s are operating in a highly competitive market and it certainly has been a challenge with the entry of rivals such as Carl’s Jnr, however, McDonald’s reported a profit of $30.7 million in New Zealand for the year ending Feb 2014, as sales rose 5.6 per cent to $216.6 million. These figures reflect the results from their ongoing commitment to marketing campaigns as well as the introduction of Georgie Pie. The Limelight team is proud to have had taken part in growing McDonald’s New Zealand over the past 6 years and will continue to work closely with them.

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