McDonald's UK is taking it slow in experimenting with new media buys

McDonald's UK chief executive Paul Pomroy said they can't ever be ahead of the curve.

Noting how McDonald's has only just introduced self-order kiosks into its restaurants over the past few years, while airlines and supermarkets have had them for almost a decade, Pomroy said, "We need to be fast followers of trends but we can't ever be ahead of the curve."

According to The Drum, whilst McDonald's does invest heavily in social and digital activations on the likes of YouTube and Snapchat, Pomroy said the advertiser is acutely aware that its broad appeal means a big part of its customer base still watches traditional TV.

Pomroy's unostentatious take on digital investment comes amidst a major push from some of the world's biggest advertisers, including P&G and Unilever, to clean up the digital supply chain and bring an end to "wasted" media spend.