McDonald's PH Unleashes Unlimited Fries Campaign to Rev Up Customer Engagement
McDonald's Philippines has found success with its unlimited-fries campaign, which started on July 10 and drew at least 350,000 customers every Friday. The fast-food chain is leaning on one of its most popular side dishes to deepen customer engagement.
The promotion, which gives customers unlimited fries for one hour, is the first of its kind in the Philippine market and could also be a global first for McDonald's. According to Yves Nakpil, McDonald's marketing director, the campaign shows how the company is using a familiar menu staple not merely to drive transactions but to create an experience that can become part of customers' routines.
The goal of the campaign, Nakpil said, is 'not just to generate a lot of sales, but to be part of the experience and daily lives of McDonald's fans.' Fries are also an important contributor to McDonald's Philippine business, with customers frequently adding them to chicken and other meals. Across its Philippine restaurant network, McDonald's cooks close to six digits in kilograms of fries each day.
The company said execution at the restaurant level is crucial, with customers expecting fries to be properly cooked each time they order. To ensure this, McDonald's plans supply requirements well ahead of major campaigns and gives its supply chain early visibility into its requirements.