McDonald’s PH makes fries a bigger part of its growth strategy

Insider Spotlight

• McDonald’s Philippines says at least 350,000 customers have participated every Friday since the unlimited-fries promotion began
• The chain cooks close to six digits of kilograms of fries daily across its Philippine stores
• McDonald’s says advance demand planning helps its supply chain prepare for major campaigns and maintain optimal inventory levels
  
  
  
  

McDonald’s Philippines is leaning on one of its most popular side dishes to deepen customer engagement, with an unlimited-fries campaign drawing at least 350,000 participants every Friday since its July 10 launch.

The fast-food chain said the promotion, which gives customers unlimited fries for one hour, is the first of its kind in the Philippine market and could also be a global first for McDonald’s.

Familiar menu staple

The campaign shows how McDonald’s is using a familiar menu staple not merely to drive transactions but to create an experience that can become part of customers’ routines.

“Our National Fries Day celebration was so strong that we decided to keep the celebration going by making every Friday after that a McDonald’s fries day,” McDonald’s marketing director Yves Nakpil said during a media interview. 

“We measure the success of this campaign through involvement and participation. The goal is not just to generate a lot of sales, but to be part of the experience and daily lives of McDonald’s fans,” he said.

Fries, he added,  are also an important contributor to McDonald’s Philippine business, even though chicken remains its biggest product. Customers frequently add fries to chicken and other meals, making the product a regular part of their orders.

Cooked to perfection

Across its Philippine restaurant network, McDonald’s cooks close to six digits in kilograms of fries each day, underscoring the scale required to keep the product consistently available.

“At McDonald’s, we have a standard that we call the Gold Standard. We make sure that your fries are always made to perfection,” Nakpil said.

The company said execution at the restaurant level is crucial, with customers expecting fries to be properly cooked each time they order.

Optimal stock levels

McDonald’s plans supply requirements well ahead of major campaigns. Before a new year begins, the company maps expected demand across the coming quarters and gives its supply chain early visibility into its requirements.

“We set these requirements around the fourth quarter of the previous year to ensure we can meet the demand we generate as a brand,” he explains.

Its supply chain works with international and local suppliers to maintain optimal stock levels across stores. —Vanessa Hidalgo | Ed: Corrie S. Narisma