The Brief
The McDonald's Worldwide Convention has been happening in North America since 1965 and brings together McDonald's restaurant crews, employees and suppliers from around the world. Alpha Crew worked with world leading experiential marketing agency Jack Morton to make sure the first ever European edition was a success.
The McDonald's Worldwide Convention started in Florida as a way for McDonald's owners and operators to meet each other and share tricks of the trade. Since then, 30 conventions have taken place in a variety of American and Canadian cities, including Toronto, Chicago and Las Vegas. McDonald's restaurant crews, franchisees, employees and suppliers from all national markets attend the brand experience which aims to revitalise their community.
The first McDonald's Worldwide Convention outside of North America was held from 8th to 11th April 2024 in Barcelona's expansive Fira Gran Via with an estimated 14k+ people in attendance.