Marketing strategies used by McDonald’s on Instagram for each country for the third quartile of 2019
| Income category | Country | Food/ beverage shown n (%) | Celebrity n (%) | Health n (%) | Child n (%) | Price n (%) | App/ web n (%) | Give n (%) | Culture n (%) | Engage n (%) | Charity n (%) | Emotion n (%) | Branch n (%) | Humour n (%) |
| High | USA | 10 (71.4) | 5 (35.7) | 0 (0.0) | 0 (0.0) | 0 (0.0) | 2 (14.3) | 0 (0.0) | 2 (14.3) | 1 (7.1) | 1 (7.1) | 1 (7.1) | 0 (0.0) | 1 (7.1) |
| Australia | 43 (50.1) | 10 (11.8) | 11 (13.0) | 13 (15.3) | 3 (3.5) | 5 (5.9) | 0 (0.0) | 4 (4.7) | 20 (23.5) | 9 (10.6) | 32 (37.6) | 0 (0.0) | 12 (14.1) | |
| Canada | 56 (88.9) | 8 (12.7) | 3 (4.8) | 3 (4.8) | 2 (3.2) | 2 (3.2) | 2 (3.2) | 14 (22.2) | 10 (15.9) | 0 (0.0) | 3 (4.8) | 0 (0.0) | 14 (22.2) | |
| UK | 14 (87.5) | 2 (12.5) | 0 (0.0) | 1 (6.3) | 2 (12.5) | 4 (25.0) | 2 (12.5) | 3 (18.8) | 4 (25.0) | 0 (0.0) | 0 (0.0) | 0 (0.0) | 4 (25.0) | |
| UAE | 28 (65.1) | 0 (0.0) | 0 (0.0) | 6 (14.0) | 7 (16.3) | 21 (48.8) | 14 (32.6) | 5 (11.6) | 10 (23.3) | 0 (0.0) | 8 (18.6) | 0 (0.0) | 1 (2.3) | |
| Portugal | 13 (81.3) | 0 (0.0) | 0 (0.0) | 1 (6.3) | 8 (50.0) | 1 (6.3) | 0 (0.0) | 1 (6.3) | 7 (43.8) | 0 (0.0) | 5 (31.3) | 0 (0.0) | 4 (25.0) | |
| Panama | 32 (52.5) | 11 (18.0) | 0 (0.0) | 13 (21.3) | 3 (4.9) | 3 (4.9) | 0 (0.0) | 16 (26.2) | 18 (29.5) | 0 (0.0) | 9 (14.8) | 0 (0.0) | 0 (0.0) | |
| Upper-middle | Romania | 22 (48.9) | 1 (2.2) | 0 (0.0) | 8 (17.8) | 0 (0.0) | 6 (13.3) | 2 (4.4) | 12 (26.7) | 23 (51.1) | 1 (2.2) | 6 (13.3) | 0 (0.0) | 0 (0.0) |
| Lebanon | 74 (68.5) | 1 (0.9) | 6 (5.6) | 13 (12.0) | 18 (16.7) | 16 (14.8) | 21 (19.4) | 35 (32.4) | 76 (70.4) | 1 (0.9) | 18 (16.7) | 0 (0.0) | 12 (11.1) | |
| Malaysia | 16 (88.9) | 0 (0.0) | 0 (0.0) | 1 (5.6) | 8 (44.4) | 2 (11.1) | 0 (0.0) | 1 (5.6) | 2 (11.1) | 0 (0.0) | 0 (0.0) | 0 (0.0) | 4 (22.2) | |
| Brazil | 35 (85.4) | 9 (22.0) | 0 (0.0) | 11 (26.8) | 4 (9.8) | 9 (22.0) | 0 (0.0) | 3 (7.3) | 5 (12.2) | 1 (2.4) | 1 (2.4) | 2 (4.9) | 14 (34.1) | |
| South Africa | 4 (26.7) | 14 (93.3) | 0 (0.0) | 0 (0.0) | 0 (0.0) | 0 (0.0) | 0 (0.0) | 0 (0.0) | 1 (6.7) | 0 (0.0) | 3 (20.0) | 0 (0.0) | 0 (0.0) | |
| Lower middle | Indonesia | 100 (65.8) | 0 (0.0) | 7 (4.6) | 42 (27.6) | 41 (27.0) | 21 (13.8) | 33 (21.2) | 10 (6.6) | 68 (44.7) | 3 (2.0) | 28 (18.4) | 8 (5.3) | 3 (2.0) |
| Egypt | 61 (69.3) | 5 (5.7) | 0 (0.0) | 15 (17.0) | 6 (6.8) | 21 (23.4) | 15 (17.0) | 23 (26.1) | 9 (10.2) | 0 (0.0) | 8 (9.1) | 5 (5.7) | 3 (3.4) | |
| India | 52 (61.9) | 18 (21.4) | 1 (1.2) | 14 (16.7) | 12 (14.3) | 19 (22.6) | 22 (26.2) | 16 (19.1) | 37 (44.0) | 1 (1.2) | 2 (2.4) | 0 (0.0) | 14 (16.7) | |
| Totals | 560 (66.0) | 84 (9.9) | 28 (3.3) | 141 (16.6) | 114 (13.4) | 132 (15.5) | 111 (13.1) | 145 (17.1) | 291 (34.3) | 17 (2.0) | 124 (14.6) | 15 (1.8) | 86 (10.1) |
App/web, promote McDonald’s app, website or McDelivery; Branch, new branch opening; Celebrity, celebrity/influencers/sponsorships; Charity, philanthropy/charity; Child, child-targeted; Culture, culturally relevant; Emotion, emotional appeal; Engage, engagements; Give, free giveaway/voucher; Health, healthy habits; Price, special price promotion; UAE, United Arab Emirates.