The menu finally said it the way the island always has.
In Puerto Rico, people don’t always order a cheeseburger. They order a chij-BEL-guel. McDonald’s had been part of island life for 60 years, but the menu still spoke one way while Puerto Ricans ordered another.
We rewrote the McDonald’s menu phonetically, in a Puerto Rican accent. Cheeseburger became chij-BEL-guel. McNuggets became NO-gue. The new names appeared on drive-thru boards, in-restaurant screens and social content, turning every order into a moment of cultural recognition. A global menu finally sounded like home.
+609%
Redemption of the featured offer
2.3M+
Organic video views
+33%
App downloads