McDonald's

What they told investors

“We'll also be reallocating marketing dollars throughout the second half of the year to increase support behind our proven value offerings such as Extra Value Meals.”Ian Borden · 2026 Q2 · transcript

“I mean I think I just would emphasize, as you heard us say upfront that we're already taking action, getting digital kind of national offers back in place, getting more targeted kind of digital interaction with our most frequent consumers that I think have been a little…”Ian Borden · 2026 Q2 · transcript

“G&A increased versus the prior year quarter, reflecting $40 million of incremental marketing spend to support the relaunch of Extra Value Meals in the US, higher incentive-based compensation expense, and the timing of investments in our strategic transformation efforts and…”Ian Frederick Borden · 2025 Q3 · transcript

What the 10-K says about marketing

• investing in brand “Our success depends on our continued ability to use our existing trademarks and service marks in order to increase brand awareness and further develop our branded products in both domestic and international markets. We rely on a combination of trademarks, copyrights, service…” 10-K, Feb 24, 2026

What they say about media

The marketing channels it talks about using for itself on earnings calls and in its 10-Ks and 10-Qs, since 2019; counts are statements, not spending.

• Creative campaigns “Australia generated momentum with its Korean Barbecue McCrispy limited time offering, one of the market's strongest chicken LTOs in recent years, while Germany continued its successful Chicken for Every Moment campaign featuring a mix of core products and LTOs.” Ian Borden on the earnings call · Aug 11, 2026 · source
• CRM, loyalty & first-party data “For instance, starting next week, we're launching more national digital flash offers to reenergize our high-frequency customers.” Ian Borden on the earnings call · Aug 11, 2026 · source
• Influencers & creators “It's about how do we actually find ways to let others drive the message, and there's a lot of work that we've been doing around influencers and other things like that, that you're going to hear more about.” Christopher Kempczinski on the earnings call · Aug 11, 2026 · source
• Measurement “So we didn't get the incrementality that we were expecting on that.” Christopher Kempczinski on the earnings call · Aug 11, 2026 · source
• Linear TV “And when I began my career a long time ago, it was very much -- we would tell the customer about us, and it was television advertising, you would sit down, you would build a marketing campaign at the beginning of the year, and you would basically just go execute that marketing…” Christopher Kempczinski on the earnings call · Aug 11, 2026 · source

In the news

• McDonald’s Bites Into Commerce Media With US Trial bandt.com.au · Sep 29, 2026 · retail media
• McDonald’s Singapore brings G-DRAGON to its latest K-campaign QSR Media Asia · Sep 29, 2026 · campaign
• McDonald's starts testing ads from other brands on its restaurant menu screens CampaignUs · Sep 28, 2026 · platforms & adtech
• 3 Big Numbers: How McDonald’s is investing in its Next playbook Restaurant Dive · Sep 28, 2026 · budget
• McDonald’s to launch new rewards program with perks like Uber ride credits The Independent · Sep 28, 2026 · campaign
• Can McDonald’s crack the in-store retail media conundrum? eMarketer · Sep 28, 2026 · retail media
• McDonald’s brings SpongeBob SquarePants and ONE PIECE together for global Happy Meal adobo Magazine · Sep 28, 2026 · sponsorship
• McDonald's x Peaceminusone limited-edition goods draw crowds on launch day 헤럴드경제 · Sep 28, 2026 · sponsorship
• McDonald’s Monopoly Canada 2026: Prizes, Pieces, Rules, Dates foodgressing.com · Sep 28, 2026 · campaign
• QSR: Why McDonald’s Is Becoming a Media Company Sixteen:Nine · Sep 27, 2026 · brand strategy
• McDonald's starts selling advertising space adnews.com.au · Sep 27, 2026 · retail media
• McDonald’s Didn’t Invent The Nugget Dinosaur. It Made It A Campaign. WeRSM · Sep 26, 2026 · campaign

Agency moves

• Moroch Adds McDonald's Regional Business Sep 29, 2026

Peers