McDonald's tests digital menu advertising and launches international menu campaign

McDonald's is implementing several strategic initiatives to drive revenue and engagement. In the United States, the company is conducting a limited pilot program at select company-owned restaurants to test advertising other brands on digital menu boards. These advertisements are displayed after customers have placed their orders, utilizing the waiting period to show relevant content. This move toward retail media aims to monetize the company's extensive network of digital screens, which includes thousands of drive-thru and in-store displays.

In the United Kingdom and Ireland, McDonald's has launched the ‘World Menu Heist’ campaign. Using social listening to identify products international customers frequently discuss on social media, the company is temporarily introducing nine items from various global markets. The selection includes items such as the Big Rösti from Germany, the Maple & Cheddar Chicken from Canada, and Mac and Cheese Triangles from the UAE.