MCD · Earnings call · 2026Q3T · Full report

Menu Heist Marketing Campaign

MCDONALDS CORP · 2026-11-04 · Importance 23 · Surprise 24

Menu Heist used McDonald’s global scale to bring international menu favorites to local restaurants, with the stated aims of generating customer excitement and visits. In Germany, the campaign supported one of the market’s highest-ever sales weeks, featuring McExtreme Bacon from Spain and McCrispy Chili Honey from Canada. In Canada, the campaign generated strong sales and guest-count growth. The U.K. launched Menu Heist at the end of September, with early social-media trends indicating strong customer excitement.

Key facts

• Menu Heist launched in the U.K. at the end of September, with early social-media trends showing strong customer excitement.
• Menu Heist helped Germany deliver one of its highest sales weeks ever, supported by McExtreme Bacon from Spain and McCrispy Chili Honey from Canada.
• Menu Heist generated strong sales and guest-count growth in Germany and Canada.