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Why McDonald's marketing is so powerful


That McRib Farewell Tour and the Cactus Plant Flea Market collaboration seem to have created quite the buzz for McDonald’s. Well, that and an increasingly uncertain macroenvironment.

The Golden Arches reported Q4 earnings Tuesday morning, including a 10.3% comp sales increase in the U.S. and a traffic increase of 5% systemwide. These numbers topped Wall Street estimates. The company attributed its domestic sales results to strategic menu price increases, successful marketing campaigns such as the Cactus Plant Flea Market promotion and McRib Farewell Tour, and continued digital and delivery growth. The company’s digital sales mix represented more than 35% of systemwide sales in the company’s top six markets, including the U.S., compared to over 30% in Q3.

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