McDonald’s UAE CEO on New Brand Platform Centring the People Behind the Product

Earlier this month, McDonald’s UAE unveiled its new brand platform, ‘The Good You Don’t Order’, created by FP7 McCann – featuring a modern reinterpretation of ‘Old MacDonald Had a Farm’. Surprisingly, the music-driven launch campaign sets aside glistening shots of buns and burgers, instead centring the farmers, employees, truck drivers, and even junior footballers that power and are powered by the brand.

It turns out, McDonald’s UAE has been “creating meaningful change behind the counter” for over 30 years, whether that’s by repurposing cooking oil to make biodiesel for its delivery fleet, creating youth sports programmes, or empowering its staff to rise through its ranks (several of whom actually volunteered to appear in the ad). It’s a narrative that the brand is placing customers at the heart of, without whom none of this would be possible.

McDonald’s UAE chief executive officer, Walid Fakih, sits down with LBB’s Zara to discuss this humanised brand story as a long-term platform.

LBB> What inspired the new ‘The Good You Don’t Order’ brand platform?

Walid> The campaign was about us spotlighting that McDonald's UAE is built on far more than what appears on the menu. It's shaped by the people who show up every day, whether that's our crew, our partners, or the millions of customers who choose us. And it’s our way of saying thank you.

It’s a way of acknowledging those unseen contributions. It celebrates the everyday moments, decisions, and effort that collectively define the brand, even when they're not obvious at the point of ordering.

LBB> Who is the target audience, and what insights informed your strategy to reach them?

Walid> McDonald's UAE is one of the few brands that genuinely brings together people from every background, generation, and culture. That universality was key to the campaign – the brand doesn't belong to one group; it belongs to everyone who has helped shape it over time.

With 'The Good You Don't Order', we leaned into a shared sense of ownership. We knew we wanted the campaign to feel familiar and inclusive, reflecting how McDonald's shows up in everyday life across the UAE.

LBB> Tell us about how real McDonald’s UAE employees ended up appearing in the ad.

Walid> The people at McDonald’s UAE are at the heart of every decision, so placing them at the centre of this story felt both natural and intentional. We wanted the film and key visuals to reflect what already exists within the business – the pride, teamwork, and human effort behind every order.

With more than 7,000 employees representing over 20 nationalities, McDonald’s UAE is built on a rich diversity of lived experiences. This isn’t the first time we’ve centred a campaign around our employees. In 2024, we launched ‘Making a Life and Loving It’, a campaign celebrating employee stories such as Anoop Kumar’s – who grew from delivery rider to restaurant manager – reinforcing our belief that the most authentic stories already exist within our restaurants.

LBB> Why was a remix of ‘Old MacDonald Had a Farm’ the strategic choice for this ad?

Walid> 'Old MacDonald' is instantly recognisable and gave us a playful way to nod to where our food journey begins – on local farms. The remix let us evolve that idea and reflect everything that happens beyond the farm, from kitchens and processes to people and care. It became a simple, effective way to capture the full journey behind an order. It's hard to believe it hasn't been a part of our story until now.

LBB> How has the campaign been extended out of home?

Walid> The out-of-home was designed to bring the campaign into everyday spaces, using the same real employees featured in the film. Rather than focusing on products, the work keeps attention on the people behind the brand.

LBB> What was the most challenging part of bringing this campaign to life?

Walid> The biggest challenge was capturing the sheer scale of what goes on behind every single order. From our partnership with the UAE National Football Team, and our sustainability initiatives like converting used cooking oil into biodiesel. There's a huge amount of coordination, care, and effort involved, much of which customers never see. We needed to find a way to honour that complexity without overwhelming the story – keeping it simple, emotional, and true to real experiences.

LBB> How will you be sustaining the momentum this campaign builds?

Walid> This campaign was always built as a long-term platform, not a one-off idea. It gives us a consistent way to showcase our people, our planet, our community, and our food trust. ‘The Good You Don’t Order’ allows the conversation to evolve over time, while keeping all moments rooted in the same central theme and ensuring every activation is impact-driven.

Looking ahead, we’ll continue expanding the stories told in the film. Our upcoming Ramadan campaign, for example, will drive donations to the Red Crescent Medical Center. Meanwhile, our Junior Sports Academy is expanding with cricket and basketball sessions launching at the end of January.

We aim to ensure the campaign’s momentum drives tangible impact, showcasing the positive change McDonald’s UAE delivers beyond the menu – the very essence of ‘The Good You Don’t Order’.