McDonald’s Canada
Consumer Insights & Strategy
Working cross-functionally with Marketing, Menu, and Ops to figure out exactly what people want to eat and how much they’re willing to pay for it.
> Menu Innovation: Led concept development and market testing across the McFlurry, McPop, and Quarter Pounder portfolios.
> Campaign Insights: Digging into the data behind major national drops, including the Minecraft Meal, Summer Drink Days, and Hockey Showdown.
> LTO Tracking: Managed the Limited Time Offer tracker to decode the "why" behind consumer behavior—tracking purchase triggers, barriers, and incremental sales.
> Strategic Pricing: Conducted comprehensive pricing studies to find the sweet spot between customer satisfaction and maximum revenue across the Dessert, Bakery, and Beef categories.