McDonald's Corporation: The Arch Bistro

Opportunity

Develop and initiate a marketing strategy to launch McDonald's new restaurant concept, The Arch Bistro, in the New Orleans Central Business District (CBD). The company developed this "flagship" property to better serve the unique needs of McDonald's customers in the CBD.

Audiences

• CBD community (professionals, city employees, medical community, etc.)
• Local and state media
• Elected officials
• Community and business leaders

Communications Objectives

• Position the restaurant as a flagship property that embodies McDonald's core values and beliefs
• Establish top-of-mind awareness of the restaurant among our primary audiences
• Create a "buzz" surrounding the restaurant's opening
• Generate strong sales during breakfast and lunch

Program Components

• Media relations campaign

1. Pre-opening stories in major publications and on broadcast outlets
2. News conference to unveil the concept
3. Day-of news coverage (print and broadcast)
4. Significant follow-up news coverage (print and broadcast)

• VIP reception the night before grand opening
• Grassroots marketing campaign

1. City Hall appreciation days to introduce the restaurant
2. "Appreciation Weeks" program for CBD customers
3. McDonald's Ambassador Corps to promote throughout CBD
4. Incentive program as a way for area businesses to reward employees for excellent work

• Public affairs initiative
• Community relations campaign