In the U.S., more than 75 percent of Asian-American consumers are first-generation immigrants. Within this segment, we identified a critical and unmet need: an understanding of the college admission process. So to build brand affinity in the community, we developed the McDonald’s Education Workshop.
The Education Workshop is the first nationwide program to support Asian Americans in the pursuit of their academic dreams and acts as a one-stop information hub for parents and their college-bound children to gain knowledge, tools, and inspiration for higher education.
Through this effort, McDonald’s roots grew in the community and in the consumers’ hearts.