Susan Schramm has been responsible for marketing at McDonald's Germany as a member of the Management Board and CMO since November 2016.
The Corona crisis has presented McDonald's with completely new communicative challenges. In an interview with Horizont (also dfv Mediengruppe), the marketing director of the fast food giant Susan Schramm talks about changed market conditions, new opportunities and explains which trends and topics the group wants to take up in the coming months together with its new agency partner Scholz & Friends.
McDonald's has had a turbulent year - also in marketing. Apart from various campaigns around the topic of Corona, you conducted a major pitch, in which Scholz & Friends emerged as the winner. Which topics currently have the highest priority for you?
The most important cornerstones for me are working on or on the brand and digitalisation. I phrased it in our pitch brief as "power in the market and power in the mind". We have set up our marketing department according to these new requirements. Digital marketing and traditional marketing operate in close cooperation. For example, in the areas of McDrive, McDelivery and our McDonald's app. Especially during the lockdown, this is proving to be exactly right.
What new challenges has the Corona crisis brought to your department?
Quite a few. Promotions that were already planned were cancelled and replaced with new ones in record time, product promotions that were mainly aimed at attracting a lot of guests to the restaurants were not pursued
Jetzt kostenfrei registrieren und sofort alle FS+ Artikel kostenfrei lesen!
Die Registrierung beinhaltet die Newsletter am Morgen, Eilmeldung, Rankings und FS+.
Sie sind bereits registriert? Hier anmelden
Der Nutzung Ihrer Daten können Sie jederzeit widersprechen. Weitere Hinweise finden Sie unter Datenschutz.