CHICKEN PLATFORM 🍗
Chicken is the most popular meat among Ukrainians. It is cheap, quick to cook, delicious, and does not require Gordon Ramsay's culinary skills.
To form an association among Ukrainians: McDonald's is a place with a varied and tasty chicken menu that is worth visiting,
We decided to develop a special chicken menu. We concluded that it would be a more strategically correct decision, as Ukrainian culture has formed taste preferences for chicken dishes.
The main goal we set for ourselves was to build and enshrine in people's minds thought that “McDonald's is Chicken Place”.
We wanted to make people choose us when they want to eat chicken.
The main challenge was that there are already existing and actively developing establishments on the market that specialize exclusively in chicken and have already won the hearts and stomachs of Ukrainians.
An additional complication was that after decades of McDonald's expertise in beef burgers, its chicken products would look a little questionable against super competitors.
So we decided to play ahead and created a platform of controversy. And this happened:
