In a world where gourmet dining often means tiny, beautifully plated bites, McDonald’s has cleverly positioned itself as the hero for anyone left hungry after an expensive, unsatisfying meal. With their campaign, “After-Dinner Dinner,” the fast-food giant plays on the universal frustration of leaving a fancy restaurant still hungry.
This campaign was created by FP7 McCann Dubai for McDonald’s UAE.
Campaign Concept
McDonald’s zeroed in on the all-too-common experience of feeling disappointed by the small portions at upscale restaurants. Their answer? Called “After-Dinner Dinner,” the campaign doesn’t just offer an extra meal; it offers a way to make up for what was missed. By geo-targeting ads near fine dining spots, McDonald’s ensures that those still hungry after their fancy dinner get a timely reminder that a Big Mac is just around the corner.
Convenience, Narrative & Positioning
The genius of the “After-Dinner Dinner” campaign is in how McDonald’s positions itself as the saviour when fancy food falls short. The campaign also takes advantage of McDonald’s late-night hours, making it a convenient choice for anyone still craving more after restaurants have closed.
But it’s not just about convenience; it’s about telling a relatable story. McDonald’s taps into the familiar feeling of spending a lot on a fancy meal, only to leave unsatisfied. The campaign is as much about empathy as it is about food, subtly suggesting that McDonald’s understands what people really want better than those high-end restaurants do.
By turning what could be a disappointing experience into a positive one, McDonald’s not only strengthens its brand loyalty but also draws in new customers—those who value a good, hearty meal without all the fuss. McDonalds isn’t trying to compete with fine dining; instead, it’s positioning itself as the perfect follow-up. It’s a fun nod to the idea that sometimes, the most satisfying meals are the simplest ones.
Jagged with Jasravee, the Marketing Show 
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