"We're excited to introduce it to a whole new generation of fans," said Tariq Hassan, chief marketing and customer experience officer for McDonald's USA. "By tapping into some of our fans' biggest passions from dupe culture to live-streaming, we're able to serve up more than just a sandwich. There truly is something for everyone to enjoy in this campaign."
CEO Chris Kempczinski said the company is focused on adding "growth drivers like chicken" which now account for just as many sales as beef products. This strategic pivot comes in response to rising beef prices and changing consumer preferences.
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