It’s no secret that hospitality has been one of the sectors hardest hit by the pandemic.

The McDonald’s business was no exception.

For 6 weeks, and for the first time in its 46 year history, the Golden Arches went… dark.

However, this is the story of what McDonald’s did next.

This is the story of how it took brave, decisive action and turned what appeared to be a devastating blow to the business into an opportunity to grow brand love, trust and, ultimately, share.

This is the story of how McDonald’s led through crisis and got the golden arches glowing again.

Winning category: Response to The Global Pandemic
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