McDonald's Signature Collection: Range Review

McDonald’s bid farewell to Signature Collection

McDonald’s’ Signature Collection had been struggling to deliver the desired sales volumes. The brand wanted to understand if they could successfully relaunch the range through optimized communication and product development.

Mc Donalds Classic Angus Cheese Buttermilk Crispy Chicken


To determine whether there was scope to rebuild or reframe the existing Signature offering, we needed to fully understand any potential volume uplift. Using our SURF methodology, we aimed to identify incrementality potential in the proposed strategies.


Our analysis showed that no new communication route or product build was sufficient to deliver the same volume as the existing Signature Collection. This gave McDonald’s the full and final confidence that the best solution was to delist the Signature Collection.

Ben crane mcdonalds signature 2018

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