ABOUT

The Challenge:
McDonald’s Hong Kong was missing out on the market’s fastest growing fried chicken segment: bone-in-chicken (BIC). But how does a brand that is predominantly known for its beef burgers, successfully launch a chicken product when there are already heaps of other well-established players in this field?

The Idea:
Building on the creative insight that McDonald’s chicken credentials were the best kept secret in town the brand surprised customers by turning itself into a chicken-only restaurant. Introducing M Chicken: a McDonald’s that only served the new bone-in-chicken.

The Results:
Through this bold “rebrand”, McDonald’s not only managed to drive key brand metrics, but also captured 20% of the BIC market within record time.