McDonald's Saudi Arabia launched the “McMenuless Challenge,” removing menu boards to highlight brand loyalty and customer memory. The viral campaign demonstrated the emotional connection to the brand but also underscored the importance of digital menu boards in quick service restaurants for operations, guidance, and upselling. Despite its success, the stunt reaffirmed the necessity of menu boards in QSR operations.
https://invidis.com/news/2026/01/qsr-mcdonalds-ditches-menu-boards-temporarily/