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McDonald’s logo is one of the most familiar symbols on earth, recognized by more people around the world than the Christian cross. At 68, the fast-food brand is still one of the most valuable advertisers too, with Kantar putting its worth at $196.5 billion.
However, in the years before the Covid-19 pandemic, McDonald’s was facing a major problem: Among young, digitally fluid audiences, the shine had come off those golden arches. A leaked 2016 internal memo suggested just 20% of millennials had tried a Big Mac.
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This story first appeared in the April 2023 issue of Adweek magazine. Click here to subscribe.
