Award-winning communications experts in the built environment

Case Study


McDonald’s has ambitious plans to deliver new restaurants across the UK and are seeking planning permission for a wide range of different sites


BECG supports McDonald’s UK-wide new restaurant programme through the planning process, providing political advocacy, community engagement and supporter generation to deliver consents across England, Scotland, Wales, and Northern Ireland. 

Our regional experts, working in every part of the UK, combine strong local knowledge with on the ground support.   With many applications for new restaurants likely to provoke controversy, BECG has successfully worked with the McDonald’s team to manage objection, secure huge support, and – ultimately – achieve successful planning consents. 


McDonald’s has ambitious plans to deliver new restaurants across the UK and are seeking planning permission for a wide range of different sites – from town centre to city fringe locations, and existing retail and business parks. 

BECG has advised on over 70 sites to-date and continues to provide active support on over 30 live projects. 

How we assisted

Some of the highlights of BECG’s work has included: 

Christchurch – securing support from the Town Council and identifying over 400 supporters through our digital support campaigns.  Committee members received multiple direct emails and comments on the planning portal, with consent granted in 2021. 

Essex, Cambridge, and Bracknell – early profile-raising campaigns with key local authorities to help identify sites, build and relationships and understand the existing perception of McDonald’s. 

Norwich – launched our first pre-application on-line consultation with McDonald’s, successfully reaching over 1,000 consultees. 

Louth and Brownhills – successful supporter mobilisation campaigns saw 288 letters of support submitted for Louth and 335 for Brownhills, which was subsequently approved at committee. 

Rhyl – post-submission supporter generation campaign to counter local community objections. 200 supporters were mobilised to make their views known to planning committee members who granted planning approval in April 2021. 

Perry Barr – a delegated approval secured after 293 letters of support were generated for the planning application. 

Supporting COP26 – securing a building warrant from Glasgow City Council, allowing the sustainable refurbishment of McDonald’s Sauchiehall Street restaurant in the City Centre, providing the location for meetings during the conference including with the Lord Provost of Glasgow, Cllr Braat. 

How we assisted

  • Detailed site analysis and risk assessments on potential new restaurant locations 
  • Community engagement 
  • Supporter campaigns, backed by digital targeting and leading to over 3,000 formal submissions of support 
  • Supported successful planning consents across the UK 
  • Provided profile raising and relationship building support in key local authorities 
  • Media relations advice 
  • Political engagement and advocacy 
  • Bespoke consultation materials, including support portals