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McDonald's 15 local franchisees are joyous over their recent 20% rise in sales, which they say is the direct result of a shift in advertising efforts by Leo Burnett Inc.
"The results have been astounding since we changed strategy in March," Mike Santin, advertising director for the Puerto Rico McDonald's franchisees' board of directors, told CARIBBEAN BUSINESS. He said that the board also increased the joint advertising budget and media ads.
"We're now using print ads, which we didn't do before. Also, we've increased our radio spots all over the island where our stores are located without affecting our television budget," Santin explained.