2025

McDonald’s New CMO Demonstrates the Chain’s Deep Bench

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McDonald's new CMO, Alyssa Buetikofer, takes over from Tariq Hassan on Feb. 15, 2025, after significant marketing successes, including celebrity collaborations and menu expansions in Canada. Buetikofer's experience includes being CMO of McDonald's Canada and contributing to successful campaigns like the Famous Orders platform. Her leadership aims to enhance brand relevance and customer connection, continuing strategies that drove post-pandemic growth, while Francesca Cardarelli succeeds her in Canada.

https://www.nrn.com/node/438793

6 of Tariq Hassan’s Buzziest McDonald’s Campaigns

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Tariq Hassan's Impact on McDonald's Marketing:

Tariq Hassan resigned as McDonald's CMO, leaving a legacy of innovative campaigns targeting Gen Z, transforming brand engagement from “brand-to-fan” to “fan-to-fan.” Key campaigns include:

  1. Famous Orders: Celebrity meals, enhancing connections with youth.
  2. Menu Hacks: Incorporating TikTok trends into official items.
  3. Cactus Plant Flea Market x McDonald's: Adult Happy Meals with collectible toys.
  4. Camp McDonald's: A digital loyalty program engaging Gen Z.
  5. Szechuan Sauce Drop: A sneaker-drop-inspired sauce revival via mobile app.
  6. The Grimace Effect: Celebrating Grimace's birthday, boosting sales through nostalgia.

Hassan's strategies have led to unprecedented digital engagement and cultural relevance for the brand.

https://www.adweek.com/brand-marketing/6-of-tariq-hassans-buzziest-mcdonalds-campaigns/

Meet 4 New QSRs in Expansion Mode

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TLDR: Four new quick-service restaurants (QSRs) are expanding:

  1. D’Lite Healthy on the Go – Focused on nutritious, handcrafted meals; started franchising in 2015; faces challenges finding drive-thru locations.
  2. Sammy’s Sliders – Launched in late 2023, offering high-quality sliders; expects steady growth; aiming to build franchise support.
  3. PastaNito – Formerly Presto, named for fresh pasta; launched franchising in 2024, competing with limited fresh pasta options; emphasizes transition from fine dining.
  4. Currito – Established in Cincinnati with a focus on healthy, flavorful burrito bowls; has faced labor challenges but improved efficiency through technology.

https://www.franchisetimes.com/franchise_development/meet-4-new-qsrs-in-expansion-mode/article_7cf3cbfc-d749-11ef-9e4a-6fadbc243e67.html

Franchisors Drive Sales for Franchisees With Digital Initiatives

Franchisors enhance franchisee sales through digital tools like loyalty programs and data analysis. CEOs emphasize data-driven strategies for growth, as seen with Freddy’s Frozen Custard's success. GoTo Foods plans significant digital sales by 2027, while tech companies optimize labor and revenue. Supporting franchisee resources is crucial for mutual success.

https://www.franchisetimes.com/article_archive/publisher_column/franchisors-drive-sales-for-franchisees-with-digital-initiatives/article_ed53b33a-d744-11ef-a496-93905ed7440b.html

Fast-food Chains Claim Raising the Minimum Wage ‘hurts Everyone’. California Workers Disagree

California's $20 minimum wage for fast-food workers sparked debate, with CEOs claiming it harms businesses, while workers report improved conditions and pay. Despite warnings, many workers, like Pizza Hut's Julieta Garcia, found they could manage expenses better. Studies indicate minimum wage increases had minimal impact on employment. Workers argue against claims of industry decline, highlighting companies like Wendy's still profiting while remodeling. The Fast Food Council may raise the wage further, but resistance from restaurant groups persists.

https://www.theguardian.com/us-news/2025/jan/22/california-fast-food-minimum-wage

Placer.ai – Location Intelligence & Foot Traffic Data Software

Placer.ai provides location intelligence and foot traffic data, offering insights into consumer behavior, migration patterns, and market trends. Users can explore property metrics, industry shifts, and gain strategic guidance through demos. The platform boasts over 4,000 customers, leveraging accurate, real-time data to inform business decisions across various sectors. Upcoming events include the Placer Discover virtual event focusing on retail trends in January 2025.

How the QSR Industry Can Benefit from Placer.ai

Placer.ai empowers QSRs offering actionable data to make informed decisions on location strategy, marketing, operations, and customer engagement—ultimately driving growth and profitability.

  • Site Selection and Expansion: Placer.ai’s “True Trade Area” analysis helps QSRs identify optimal locations for new outlets by understanding foot traffic patterns, demographics, and competitive landscapes. This minimizes risk and maximizes ROI on new openings.

  • Customer Behavior Insights: The platform provides data on customer movement, dwell times, and preferences, enabling QSRs to tailor menus, promotions, and layouts to better meet customer needs. For example, it can reveal which limited-time deals drive the most traffic.

  • Operational Efficiency: By analyzing peak hours and customer flow, QSRs can optimize staffing, kitchen operations, and inventory management. This ensures smoother service during busy periods and reduces waste.

  • Marketing Optimization: Placer.ai’s psychographic data allows QSRs to target specific customer segments with tailored campaigns. Insights into event-driven traffic spikes or seasonal trends can guide promotional strategies.

  • Competitive Benchmarking: QSRs can compare their performance against competitors in real-time, identifying opportunities to capture market share or improve weak areas.

  • Delivery and Off-Premise Strategy: With detailed location analytics, QSRs can refine delivery zones and identify untapped markets for off-premise dining options like drive-thru or delivery services.

https://www.placer.ai/

Beyond Burgers: Fast Food Trends for 2025

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TLDR: Fast food trends for 2025 include a rise in healthier options, sustainability efforts, focus on chicken, innovative condiments, strategic partnerships with convenience stores, smarter location choices, automation in food prep, AI integration, expanded breakfast offerings, and increasing private equity investments. Fast food is evolving rapidly.

https://streetfightmag.com/2025/01/22/beyond-burgers-fries-10-fast-food-trends-for-2025/

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