1. How effective is the brand positioning strategy for McDonald's? Going beyond the success of its "Our Food.

Your Questions." campa ign, McDonald's Canada moved toward a "Welcome to McDonald's" theme . This next step took the story from behind the scenes restau rant activities to the front stage where consume rs e 时oy the food and inte ract while in the restaurant. While still re ta ining the "I'm Lovin' It"

slogan, the new approach presented the stories of many consumers and heartwa rming scenes of consumers with in the restaurant.

According to one commentator, the positioning appeared to encourage cu rrent customers to visit McDonald 's more frequently when selecting locations within the quick service restaurant category. Although McDonald's Canada remained as one of the s trongest divisions within the multinationa l's empire, the declining corpo rate sales were a trend this division wanted to avoid by showing the human side of the b rand.