In 2015, McDonald's Czech Republic faced growing competition from a new wave of local burger houses that emphasized artisanal ingredients, unique recipes, and modern, locally inspired burger options. These newer establishments appealed to a generation increasingly focused on more personalized dining experiences, which contrasted with the traditional fast-food model.
In response, McDonald's in the Czech Republic adapted its strategy to create a fresh brand communication approach, one that didn’t target other fast-food chains but instead addressed the appeal of local burger houses. Additionally, McDonald's introduced seasonal and limited-time offers featuring premium ingredients to attract those seeking a more gourmet burger experience, balancing the brand's convenience and affordability with a nod to the elevated standards set by its new-age competitors. Through these efforts, McDonald's worked to bridge the gap between fast-food convenience and the quality demanded by discerning customers. Here are some promotional examples of McDonald's seasonal gourmet burgers.
