Marketing Solutions

Targeting Customers with Disabilities – the McDonald’s

Approach

Our History

• McDonald’s has used talent with disabilities in TV ads

• McDonald’s Canada has featured Paralympic athletes in advertising

• Special Olympic athletes featured in commercial spots

Current State

• Ads more geared toward product

• New commercial featuring deaf customers to be unveiled this quarter

• US Paralympic athletes featured during every Olympic marketing campaign

• People with disabilities used in “Global Talent Search” promotion

Sports Marketing - Paralympic Athletes

In the Restaurants

• “Customizing Customer Service” training video for Crew and Managers

• Braille Menus

• Picture Menus

• Story on employees and customers with disabilities to appear in in-house Manager’s publication (Fall 2009)

Outside of the Restaurants

• Strong and long-term sponsor of the Paralympics

• Supporter of BLN from conception to present day

• Presence at World Congress on Disabilities

• Ronald McDonald Houses