The Opportunity:
A globally successful innovation resulted in below hurdle results in two rounds of U.S. test markets, yet U.S. launch remained a corporate imperative.
The Solution:
Coupling a fresh eyes look at global best practice with customized consumer eat-a-longs, we identified the market opportunity, product positioning and marketing mix imperatives that would make McWrap a winning menu addition.
The Result:
McWrap exceeded its best-case launch forecast, satisfying McDonald’s hunger to serve up U.S. success with a globally initiated innovation.
