Be relevant

This fall 68.000 people went online and created their own McDonald’s burger, and more than 250.000 fans like, share and comment on the posts on McDonald’s Denmark’s facebook page. MARKET spoke with Brand Manager Lise Hørdam to learn how they are doing such a great job engaging their guests. She narrows it down to one thing: It’s all about being relevant.

“One McBrohave, please.” If you visited a McDonald’s in November, you could order a classic burger with beef, tomato, bacon, red onion, emmental cheese and salsa. Nothing new actually, except that the burger wasn’t created by McDonald’s but by one of their guests, Rasmus Brohave from Svendborg.

McDonald’s ran the MyBurger campaign for the second time this fall, and this year 68.000 guests participated and created their own burger online, which is twice as many as last year.

“With MyBurger we want to involve our guests in developing new products and find out what they want. Is bacon really their all-time favourite? We offered a lot of new exciting ingredients like beetroot chutney, béarnaise, guacamole, coleslaw, nachos and different sorts of salad, but we were very surprised to see, how traditional our guests are. They all