McDonald's
McDonald's is the largest fast food chain in the world, built on a short menu, consistent quality and speed of service across tens of thousands of restaurants.
Big, round and friendly. Headlines are short and set very large. Prices are always legible at a glance.
make a health claim about the food
market directly to young children
show a product that does not match what is served
Breakfast until eleven. Every day.
Warm, quick and unpretentious. Everyday language, no marketing voice. Say the price and the product.
Families, workers and travellers who want a familiar meal fast, at a price they already know.
+The same experience in every town
+Speed and value
+Family tables
×Pretension
×Queues
×Menus that need explaining
would die on
Everyone should be able to afford a meal they actually like.
