McDonald’s Qatar, in partnership with Leo Burnett Dubai, has launched a creative take on the age-old dilemma of food sharing with the introduction of The McDonald’s Exchange Rate – a digital-first campaign that translates fast food into a system of real-time, bite-for-bite value.
Exclusive to the Qatari market, the activation transforms the McDonald’s app into a playful trading platform, offering customers a way to settle meal-sharing negotiations with a touch of gamification. Whether debating how many fries equal one Chicken McNugget or what a McChicken is worth in soft drink sips, the tool sets live exchange rates between menu items, driven by a mix of product popularity, pricing and what the brand dubs “overall deliciousness”.
The campaign stems from a relatable truth: food sharing often involves awkward—and sometimes passionate—negotiation. By turning this social dynamic into an experience, McDonald’s repositions its menu as more than just a selection of items, but as a medium for playful interaction.
Promotional materials extended across in-store touchpoints, including tray mats, digital screens, and packaging stickers—bringing the exchange rates to life in physical spaces. In an added layer of engagement, fans who shared photos of their trades on social platforms were rewarded with free fries, reinforcing the idea of food as currency.
“This campaign taps into a universal truth: the most shareable items are often the most fought over,” said Sara Abuobeid, Senior Marketing Manager at McDonald’s Qatar. “By turning our menu into a live exchange system, we’ve created a new way for fans to engage with the brand and each other—bringing fairness, fun, and even a little finance to food.”
Victor Haffling, Associate Creative Director at Leo Burnett Dubai, added: “For many, sharing food has always been a dangerous game. Taking someone’s McNugget could very well end friendships. But now, with the McDonald’s Exchange Rate, you can trade without any hard feelings or Quarter Pounder-related betrayals.”
“At its heart, McDonald’s is about bringing people together over food. The McDonald’s Exchange Rate captures this spirit by turning a playful food-sharing dilemma into a fun, fair experience that reflects the brand’s focus towards creating joyful moments,” said, Mazen Al Naqib, Senior Manager, Leo Burnett Dubai.
The app even featured a cheeky disclaimer in its Terms and Condiments section, noting the brand “assumes no responsibility for arguments over the value of Big Tasty bites or miscalculated McFlurry spoonfuls.”
While limited to Qatar, The Exchange Rate is a local campaign that reflects the brand’s continued focus on cultural relevance and experience-driven engagement. It also adds to the growing number of campaigns in the region that leverage tech-enabled creativity to deliver brand moments rooted in humour and relatability.
