Spendscape
Companies · Restaurants

McDonald's

AdvertiserMCD

What McDonald's is doing with its marketing, from filings, earnings calls and the news.

Cannot verifysay vs do

What they told investors

“We'll also be reallocating marketing dollars throughout the second half of the year to increase support behind our proven value offerings such as Extra Value Meals.”Ian Borden · 2026 Q2 · transcript
“I mean I think I just would emphasize, as you heard us say upfront that we're already taking action, getting digital kind of national offers back in place, getting more targeted kind of digital interaction with our most frequent consumers that I think have been a little…”Ian Borden · 2026 Q2 · transcript
“G&A increased versus the prior year quarter, reflecting $40 million of incremental marketing spend to support the relaunch of Extra Value Meals in the US, higher incentive-based compensation expense, and the timing of investments in our strategic transformation efforts and…”Ian Frederick Borden · 2025 Q3 · transcript

What the 10-K says about marketing

Say vs do

Cannot verify. In 123 statements from its leaders in interviews, 5 argued for investing in brand and 0 for cutting; the filed spend went no-filings.

In the news

Peers

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