Case Study: McDonald’s becomes a chicken innovation leader with Dig Insights

How we helped McDonald’s become famous for chicken

McDonald's sought to capitalize on the projected growth in the chicken category by understanding how to innovate with new menu items that were both consumer and brand relevant. They engaged the vendor, Dig Insights, to assess the QSR landscape and identify optimal opportunities for their global chicken menu.

Dig Insights utilized their Upsiide platform to test consumer reactions to up to 50 menu items, revealing key strategic insights. This work allowed McDonald's to identify both short and long-term innovations, resulting in the successful global launch of the McCrispy, a premium chicken sandwich that has become a multi-billion dollar item for the chain.

McDonald

Dana Grinshpan

Customer Experience Insights Manager