Mcdonald's has Launched a Limited-Time Offering (Lto) to Promote Korean Marketing
Monday, 24 March 2025, 10:54 IST
To enhance its marketing strategy, McDonald’s India has launched a Limited-Time Offering (LTO) featuring a Korean range of burgers, sides, and beverages. This initiative is strategically timed to coincide with the IPL season, a peak period for food delivery platforms to promote new offerings. McDonald’s India (West & South) is executing an aggressive campaign to showcase these new items across cricket platforms and food delivery services.
Arvind, a representative from McDonald’s, highlighted the significance of this timing, stating, “What better moment than watching IPL and ordering your favorite food?” The new menu items will be prominently featured on McDelivery, Swiggy, and Zomato, supported by a robust promotional push on digital and cricket-centric platforms. The brand is tapping into the rising popularity of Korean cuisine in India, which has become a favorite among consumers.
Drawing inspiration from K-dramas, McDonald’s is collaborating with Korean culture influencers to enhance engagement. The campaign will feature popular influencers known for their food reviews, bringing the new offerings to life. Although McDonald’s may be entering the Korean food trend later than some competitors, its previous successful collaboration with BTS has paved the way for this expansion.
With a digital-first marketing strategy, McDonald’s allocates over 60% of its marketing budget to digital platforms. Arvind emphasized the importance of managing ad frequency effectively, stating that it’s not just about increasing ad placements but ensuring the right message reaches consumers at the right time.
As the brand continues to innovate, it is also responding to shifting consumer preferences, particularly the rise of “deinfluencing” movements advocating for healthier eating. To address this, McDonald’s is offering customers the option to swap regular burger buns for millet buns, promoting a healthier meal choice. Reducing customer acquisition costs remains a priority, with a focus on relevant communication through data-driven marketing strategies.
Arvind, a representative from McDonald’s, highlighted the significance of this timing, stating, “What better moment than watching IPL and ordering your favorite food?” The new menu items will be prominently featured on McDelivery, Swiggy, and Zomato, supported by a robust promotional push on digital and cricket-centric platforms. The brand is tapping into the rising popularity of Korean cuisine in India, which has become a favorite among consumers.
Drawing inspiration from K-dramas, McDonald’s is collaborating with Korean culture influencers to enhance engagement. The campaign will feature popular influencers known for their food reviews, bringing the new offerings to life. Although McDonald’s may be entering the Korean food trend later than some competitors, its previous successful collaboration with BTS has paved the way for this expansion.
With a digital-first marketing strategy, McDonald’s allocates over 60% of its marketing budget to digital platforms. Arvind emphasized the importance of managing ad frequency effectively, stating that it’s not just about increasing ad placements but ensuring the right message reaches consumers at the right time.
As the brand continues to innovate, it is also responding to shifting consumer preferences, particularly the rise of “deinfluencing” movements advocating for healthier eating. To address this, McDonald’s is offering customers the option to swap regular burger buns for millet buns, promoting a healthier meal choice. Reducing customer acquisition costs remains a priority, with a focus on relevant communication through data-driven marketing strategies.
