Burrell Communications Group, Inc. | Agency Profile, Contacts, AOR, Client Relationships

• The agency now handles the company's US Black consumer market PR strategy, which encompasses earned media, influencer engagement, cultural insights, brand-building efforts, communications-led program planning, and event services.
• Egami will specifically focus on helping McDonald's better engage Gen-Z and other core audiences.
• Burrell Communications, McDonald's previous Black consumer market PR AOR, will continue working with the company, though PR work has shifted to Egami.
• Per senior global brand communications director Molly McKenna Jandrain, the company is particularly focused on driving meaningful storytelling initiatives.
• McDonald's is also experimenting with a new on-the-go format with a pilot restaurant.
  • The new location will have an order-ahead lane, an updated app, a food and beverage conveyer, and a new kitchen format, all reportedly designed to streamline operations.
  • McDonald's Q3 US digital business boasted more than 25m active app customers, largely via its rewards program.
    • CEO Chris Kempczinski called it "one of our highest delivery sales quarters ever in the US."
  • Now, the company is expanding the digital rush to its store design.
• Additional test on-the-go restaurants will continue evolving throughout the coming months.
• The company will likely:
  • Ramp up promotional material supporting the new on-the-go restaurant as well as the loyalty program
  • Keep increasing digital spend
• Target demographic: 
  • Gen-Z and millennial parents
  • Male skew

Recent hires:

• ​​​​​​​In November 2022, McDonald's selected Anne Enright as its new senior global media director.

Additional spending insights: