McDonald’s leads GCC QSR brands in promotion creativity, survey finds

The brand ranked first ahead of KFC and Burger King. 

McDonald’s ranked as the GCC’s most creative quick-service restaurant (QSR) brand for promotions, with 44% of consumers selecting the chain in a Blapp survey.

The brand is ahead of KFC (17%), Burger King (16%), and Pizza Hut (15%), whilst the remaining 8% selected other brands.

Beyond brand perception, the survey also points to changing consumption habits that could reshape promotional strategies.

Respondents reported placing the highest share of orders during mid-morning (9 a.m. to 12 p.m.), accounting for 20% of responses.

Evening orders between 3 p.m. and 6 p.m. followed closely at 18%, whilst late evening (6 p.m. to 9 p.m.) represented 16%.

Afternoon orders between noon and 3 p.m. accounted for 15%, whilst nighttime orders from 9 p.m. to midnight represented 10%.

Morning (8 a.m. to 9 a.m.), early morning (3 a.m. to 6 a.m.), and late-night (midnight to 3 a.m.) ordering made up the remaining share at 9%, 7%, and 5%, respectively.

The survey also highlights notable differences in food preferences across age groups.

Amongst respondents aged 18 to 24, spicy and bold flavours emerged as the strongest preference, representing 35% of responses within that category.

Meat-heavy options (29%) also attracted relatively strong interest amongst younger consumers.

Consumers aged 35 to 44 showed the highest preference for vegetable-focused menu options, accounting for 36% of responses, whilst respondents aged 55 and above displayed the strongest preference for classic menu items such as cheese and pepperoni offerings, at 38%.

The findings illustrate that menu preferences become more fragmented with age, suggesting that broad-based promotional campaigns may be less effective than targeted offers aimed at specific demographic segments.