San Diego County McDonald’s Test of All Day Breakfast

Challenge:

McDonald’s customers have long called for longer breakfast hours, and in April 2015 franchisees in San Diego County were selected to give customers just what they wanted – all day breakfast. With national media attention and fast food lovers from across the nation fixated on San Diego’s test of All Day Breakfast, NST developed a public relations campaign incorporating traditional media, digital/social outreach and a customer appreciation event.

NST coordinated a special "preview" day of All Day Breakfast just for media and My McCafé Club members, an affinity club NST manages on behalf of local McDonald’s owner/operators. Prizes were handed out to club members who attended the event, and major broadcast stations attended to capture comments from customers and interview McDonald’s corporate representatives on-hand for the festivities.

On the first day of breakfast’s all day availability, NST organized food drops to broadcast television and radio stations securing on-air mentions during popular drive-time programs. Additionally, NST worked with leading print publications like U-T San Diego and San Diego Family Magazine, and popular bloggers and digital news sites to cultivate excitement about breakfast’s expanded availability. San Diego County McDonald’s social media platforms, an affinity club email marketing campaign and the SDMcDonalds.com website gave further reach to the announcement.

Results:

16 television/radio segments in 48 hours with an estimated viewership of 546,944

Nine broadcast television and radio food drops, accompanied by on-air mentions and social media engagement

U-T San Diego exclusive preview article appeared on the front page of the business section

National pickup through AOL, Bloomberg Business, CNBC, Eater, The Huffington Post and USA Today

5,745 emails opened by club members

700 percent spike in website visits on launch day