Building Brand Trust: A McDonald’s Perspective

Chicago Booth Alumni Club of Chicago

Marketing Roundtable

January 27, 2010: 6:00 PM - 9:00 PM

It is critically important for business leaders to understand how consumers perceive their brand. McDonald’s has conducted extensive research on this topic and this knowledge has helped it change consumer perceptions and strengthen its business performance.


Gleacher Center
Room 621
450 Cityfront Plaza
Chicago, Illinois

Event Details

This presentation will cover: • Past consumer perception (GAP) scores • Strategies put into place to address poor consumer scores • Consumer and key stakeholder tactics to bring strategies to the marketplace • Improved consumer perception scores • Longer-term vision for continuous improvement of McDonald’s relationship with its key consumers This session will: • Show you how to think beyond basis business metrics to measure business health. • Highlight the key tactics McDonald’s used to improve long held negative perceptions about the brand. • Demonstrate how to mobilize an enterprise to adopt a philosophy of change that will benefit the organization over the long-term.


$5.00 Fee waived for Chicago Booth Alumni Club members


Register Online

Deadline: 1/27/2010


6:00 PM-6:30 PM: Registration & Networking

6:30 PM-8:00 PM: Presentation

8:00 PM-9:00 PM: Informal Networking (Cash bar)

Speaker Profiles

Greg Watson (Speaker)
Vice President of Strategy, U.S. Marketing, McDonald's Corporation

Greg Watson joined McDonald’s Global Marketing in 2005 and is currently Vice President of Marketing Strategy McDonald’s USA. He is responsible for stewarding the direction of the brand to ensure long-term profitable growth and the development of an enduring brand equity. Greg is also responsible for leading the evolution of the Dollar Menu brand and making sure McDonald’s maintains the best value proposition in the industry. In his role Greg helps set the direction for the brand’s future by: • helping build customer’s appreciation for the quality and value of the McDonald’s brand • ensuring the marketing organization’s alignment and support of the company’s business priorities • providing guidance for the allocation of McDonald’s marketing resources • defining the future of the brand’s value proposition to ensure that McDonald’s maintains its competitive value advantage Prior to joining McDonald’s Greg was Vice President of Marketing at Darden Restaurants where he worked on Olive Garden Italian Restaurants and Smokey Bones Barbeque and Grill. Prior to working at Darden, Greg worked in marketing at The Quaker Oats Company on several widely-known brands like Chewy Granola Bars and Cap’n Crunch Cereal. After graduating from college at Southern Illinois University with a BS in Criminal Justice, Greg was commissioned an officer in the United States Marine Corps where he flew helicopters for 6 years and attained the rank of Captain. Upon leaving the military, Greg attended business school and holds an MBA from the J.L. Kellogg Graduate School of Management at Northwestern University. Greg has a wife and 2 children and loves running, is active in his church and serves on the Board of Directors for Big Brothers Big Sisters of Chicago.


Les Stern