They record huge sales increases. All thanks to him

This limited McDonald’s product has been unflaggingly popular for years. Thanks to it, traffic in this chain’s restaurants increases significantly during the holiday season. What makes the Drwala Burger a symbol of a successful marketing campaign?

Increased traffic thanks to Drwala’s Burger. Data analysis

According to research conducted by dataplace.ai, traffic in free-standing McDonald’s restaurants increased by an average of 18 percent. within two weeks of the introduction of the Drwal Burger compared to two weeks before the premiere. The product appeared on the offer on November 20 and almost immediately sparked a visible increase in interest. The data suggests that introducing limited products is not only a way to increase sales, but also an effective method of building customer loyalty.

Where is the Lumberjack Burger most popular?

Analysis of location data reveals that traffic growth was not uniform across the country. The largest increases were recorded in the following voivodeships:

• Warmian-Masurian Voivodeship (+25.1%),

• Lower Silesia (+22.8%),

• Łódź Province (+20.1%),

• Lublin Voivodeship (+19.8%).

Particularly spectacular growth was observed in Wrocław, where an additional marketing campaign around one of the restaurants attracted crowds of customers, increasing traffic by as much as 89%.

Wrocław. The power of a local marketing campaign

McDonald’s in Wrocław has become the central point of activities promoting the Drwal Burger. The restaurant was distinguished by an impressive light installation, which attracted the attention of both residents and tourists. The campaign also included active activities in social media and local media, which strengthened its reach. Effect? The interest significantly exceeded the national average, making the Wrocław restaurant a model of effective ambient marketing.

How do competitors react to McDonald’s success?

McDonald’s seasonal products, such as the Drwala Burger, are a model for the competition. An example is Max Burgers, which introduced its own seasonal product in an attempt to gain the attention of customers. However, an analysis of traffic around the chain’s outlets showed that this initiative did not bring any significant results. Traffic around Max Burgers outlets remained stable, which highlights how difficult it is to compete with an established brand and its flagship product.

Limited offer effect. Lessons for the fast food industry

Drwala’s burger is a perfect example of how limited products can change the dynamics of the fast food market. A successful marketing campaign, the use of location data and precisely planned promotional activities bring impressive results. However, success in this industry requires taking into account regional differences and the specificities of local markets.

As Tomasz Władziński from dataplace.ai summarizes:
– Drwala Burger is the gold standard in the strategy of seasonal offers. However, it is crucial to understand local consumer needs and adapt campaigns to specific conditions in different regions.

Key analysis data:

• Traffic increase at McDonald’s after the premiere of the Drwal Burger: 18%. (national average).

• Largest regional increase: 25.1 percent in the Warmian-Masurian Voivodeship.

• Success of the Wrocław restaurant: +89%. traffic thanks to local marketing activities.

• Stable traffic of the competing chain Max Burgers, despite the introduction of a similar product.

Seasonal hits such as the Drwala Burger are an example of how limited product availability and a well-thought-out strategy can effectively attract customers and distinguish the brand on the market. Will other fast food chains learn from McDonald’s how to effectively create their seasonal products? Time will tell.