McDonald's Nordics (Food Folk): the customer strategy behind continued market leadership.
Food Folk was already the market leader across the four Nordic markets, but needed to gain a deeper understanding of who the most valuable customers were and what they wanted, to unlock the next wave of growth. The shareholder asked me to build that understanding. I designed and led the strategic segmentation programme that identified the most valuable customers and where the growth would come from, then led the development of the customer experience strategy that set out a clear path to growth and continued market leadership to 2030.
Services: Customer insight, segmentation and growth strategy
“Simon is a highly strategic and commercially sharp partner who played a key role in shaping the strategic understanding of McDonald's/Food Folk's business and growth drivers in the Nordics. Through rigorous analysis and clear thinking, he helped translate complex market dynamics into actionable choices that unlocked long-term strategic opportunities while also driving tangible short-term growth.”
Christoffer Rönnblad Chief Marketing Officer, Food Folk (McDonald's Nordics)