There’s a Big Mac For That: McDonald’s Launches Two New Sizes to Attract Younger Consumers

McDonald's tested varying sizes of Big Macs in Korea, Japan, Germany, Australia and France. Then they asked if Texans wanted to supersize or downsize their Big Macs. The answer was YES!

The Test

McDonald's tested two new variations of its Big Mac in the Dallas-Fort Worth area. About 328 McDonald’s Restaurants sold two new sandwiches in spring 2016. The Grand Mac is comprised of a third of a pound of beef on a bigger bun. The Mac Jr. is a single-layer Big Mac that's smaller, cheaper and intended to be eaten on the go.

Whether the two Macs joined the mac daddy, the Big Mac, on menus all over the U.S. and in Dallas depended on the two-city test.

Influencer Outreach

More than 100 North Texas influencers received #BigMacForThat Gift Bag, which included hard-to-find McD gear: Big Mac socks, beanies, scarfs and pajamas! Each tweeting at @McD_North Texas with a photo and thanks while wearing the fun gear! This is created a big hunger for the locals as they asked where they could find the much-wanted items. 

Event

We partnered with a local radio station for an in-resturant event! In honor of the new Big Macs we also gave away 100 Big Mac sauce bottles. The lines were long... in fact we had fans in line even hours before the event. More than 450 people left with a gift bag, a free Big Mac and a chance to win Big Macs for a year. 

Success

It worked! As of Jan. 18, 2017, all stores nationwide began selling the Grand Mac and the Mac Jr. for a limited time. Media pitching strategy focused on local market, then reaching out to food journalist, general media and bloggers. Journalist got up close and personal with the Big Mac process in our kitchens. We received coverage on every major television news, radio station trended on Dallas Twitter!

The Song

Don't forget, the Big Mac has -- sing it! -- two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame bun. The Grand Mac, then, is also made with two all-beef patties, each 1/6 pound, with two slices of cheese and a bigger bun. 

We made local and national news including: USA Today, WFAA, Thrillist, Eater, Dallas Business Journal, LA Times Restaurant News.

 * Media Impressions: 4.2 million

* PR Value $300,000

* Social Media Impressions 4 million

Notes: Big Mac Jr. and Grand Mac were also tested in 120 McDonald’s Ohio Restaurants.