Mixed Signals from Semafor Media Marketing pro Tariq Hassan on how McDonald’s embraced its Donald Trump drive-thru moment
36 snips
Feb 6, 2026 Tariq Hassan, former McDonald’s CMO who led the brand’s digital transformation, shares vivid stories about handling Donald Trump’s drive-thru moment. He talks Super Bowl strategy, why McDonald’s skipped an in-game ad, and the role of celebrities and storytelling. He also explains building the McDonald’s app and balancing cultural moments without politicizing the brand.
AI Snips
Chapters
Transcript
Episode notes
Handling Trump’s Drive‑Thru Moment
- When Donald Trump served at a McDonald's drive-thru, the brand aimed to stay nonpolitical and inclusive.
- McDonald's responded with “We’re not red, we’re not blue, we’re golden” to preserve neutrality and culture role.
Have Prepared Responses For Cultural Moments
- Prepare ready-made responses for cultural or political moments before they occur.
- Define the brand voice and have playbooks to act quickly without politicizing situations.
Use Digital Platforms To Drive Value
- Build digital customer platforms to scale personalized engagement and drive business performance.
- Use loyalty and data to convert higher‑value customers who visit more and spend more.