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McDonald’s Secret Sauce: Using Connected Insights to Spot its Next Hit Menu Item

Free webinar brought to you by Zappi and McDonald's.

This free event is now available for on-demand registration and access through October 23, 2024. Once registered, the on-demand content will become available

From McFlurries to celebrities’ favorite meals, McDonald’s is the leading innovator in QSR. But before firing up its test kitchens, McDonald’s looks to its “secret sauce” to ideate on its next winning product offering.

McDonald’s partnered with Zappi’s concept testing solution to establish a research system that unlocks fast iteration at different stages of the development process. Because of its systems-led approach, McDonald’s took its innovation process one step further: the brand can use historical data to “predict” what will matter to consumers and use this to design its next great product.

Through dynamic benchmarking and a consumer-led approach to insights, McDonald’s is able to tap into a lifetime of learning to predict which ingredients and attributes drive the greatest purchase potential for customers around key occasions.

In this talk, McDonald’s and Zappi will highlight a case study in how this consumer-centric approach helped create a successful new product. Ryan and Matt will discuss how their partnership enabled the brand to become more agile and increase ROI on new product innovation, and the framework to how they got there.

Ryan Barry

President, Zappi

Ryan Barry is president of Zappi, where he leads Zappi’s executive leadership team and oversees our global operation to lead us to execute against our vision to be the data platform creators rely on to inspire, optimize and validate ideas and executions prior to launch. With more than 15 years in the consumer insights industry, Ryan is a dynamic leader with a proven track record of building high-performing teams. He is passionate about partnering with customers to empower them with smart, actionable data that inspires and validates their ideas.

Matt Cahill

Senior Director, U.S. Strategic Insights and Prioritization, McDonald's

Matt Cahill is the senior director of consumer insights activation at McDonald’s in the U.S. With over 15 years in consumer insights and over 10 years at McDonald’s, he is responsible for taking key foundational learnings about consumers and helping to translate them into relevant programs and initiatives to drive people to visit McDonald’s restaurants – with a focus on menu innovation, the restaurant and digital experience, and advertising and promotional events.


McDonald’s Secret Sauce: Using Connected Insights to Spot its Next Hit Menu Item