McDonald’s Talks to Agencies About New Concept Stores

CHICAGO — McDonald’s Corp. has asked non-roster shop Ogilvy & Mather here, as well as roster agencies DDB and Leo Burnett, for strategic ideas to back its Diner Inside concept, sources said.

The first Diner Inside store opened in March 2001 in Kokomo, Ind., offering traditional diner fare such as meat loaf and mashed potatoes. The test has gone well, and executives at the Oak Brook, Ill.-based chain plan to open up to a dozen more around the state.

Tom Ryan, McDonald’s senior vice president of marketing, has enlisted help from consultants in evaluating strategic plans for Diner Inside, sources said. No formal presentations have been made by agencies, however, and a decision is not expected for some time, sources said.

Ogilvy has not previously worked for McDonald’s and so the project, while small, could be significant.

Agency officials either could not be reached or referred calls to the client. A McDonald’s representative could not be reached.