McDonald’s® Case Study

16% HIGHER AVERAGE TICKET

MARKETING OBJECTIVE

To measure the effectiveness of a Valpak mailing in driving traffic and sales to McDonald’s stores.

MAILING STRATEGY/CAMPAIGN

• Mailed 380,000 single-panel inserts in New Jersey
• Mailed households within a 5-mile radius of 7 New Jersey McDonald’s franchised locations
• 8 high-value offers were provided:
  • 2 buy-one, get-one Big Mac®, Quarter Pounder®with Cheese or Filet-O-Fish®
  • 2 buy-one, get-one breakfast sandwich
  • 1 buy-one, get-one Premium Chicken Sandwich, Angus Third Pounder or Cheddar Bacon Onion Sandwich
  • 1 buy-one, get-one medium or large McCafé® drink
  • 1 free medium fries with purchase of a Big Mac®
  • 1 free Happy Meal® or with purchase of any extra value meal

RESULTS

• 5.7% redemption rate
• 16% higher overall average ticket
• Nearly $13 in gross sales and $6 in net sales for every $1 spent

CONCLUSION

The results of the program confirmed that the Valpak audience drove traffic, produced a higher average ticket and resulted in a positive return on investment.