The Growth Conversation: McDonald’s Hong Kong’s Tina Chao
- Chao has transformed McDonald’s Hong Kong into a cutting-edge brand that speaks directly to Gen Z.
- She believes professional success is about curiosity, resilience, bravery and a willingness to take risks.
In the fast-paced world of marketing, Tina Chao has propelled McDonald’s Hong Kong from a fast-food chain into a cutting-edge brand that resonates with Generation Z. As the chief marketing and digital customer experience officer at McDonald’s Hong Kong, her journey – from a finance trainee at an oil company to leading some of the brand’s most innovative campaigns – reflects her curiosity and forward-thinking approach.
Chao’s career began at Shell, where a graduate training programme exposed her to the many facets of business operations. “Every three or four years, I rotated to a different role,” she says. “It was like joining a new company, but within the same culture.” This system sparked her interest in marketing, which would later shape her career.
Her fascination with advertising began in her childhood, when she would eagerly watch Hong Kong’s most prestigious advertising awards – the Kam Fan Awards – on television. “I was always fascinated by advertising,” she says. “I was always interested to see what works best.” This early fascination planted the seeds for her future in brand storytelling.
After her time at Shell and the Hong Kong Tourism Board, Chao was drawn to McDonald’s Hong Kong by its strong marketing heritage. She saw the chance to reimagine McDonald’s Hong Kong’s identity by leveraging digital tools. Her goal was to reconnect with Gen Z while honouring the brand’s local heritage and global recognition.
Making McDonald’s Hong Kong relevant
“We want to make McDonald’s feel relevant and connected to younger audiences’ passions and values,” she explains. Chao’s strategy for McDonald’s Hong Kong focuses on cultural relevance, technological innovation and community engagement.
She began by revamping the brand’s social media presence, tailoring content to younger audiences. “Starting from the basics, we transformed content from a horizontal to vertical format,” she says, explaining that videos were designed to work without sound, with bold visuals and striking copy.
Celebrity partnerships and cultural collaborations became another cornerstone of her strategy. By working with influencers and creating art experiences with famous names such as renowned Japanese graphic artist Verdy, McDonald’s Hong Kong positioned itself as a trendsetter.
The McDonald’s Hong Kong app was also redesigned to cater to Gen Z’s preference for digital convenience. “They do not prefer direct face-to-face communications,” Chao notes. The app allows customers to order food seamlessly while enjoying exclusive deals.
Investing in brand-building
Beyond tactical marketing, Chao has also put the focus on deeper brand-building initiatives. Her approach builds on four pillars: engaging Gen Z, supporting the community, driving ESG (Environmental, Social and Governance) initiatives, and the personal development of employees.
Programmes such as the Big Mac Big Heart and McDonald’s Kidathon, which raise funds for the Ronald McDonald House, and the Professional Diploma in Management Development (QF Level 5) initiative, which offers employees a pathway to a bachelor’s degree-equivalent qualification, reflect McDonald’s Hong Kong’s commitment to the community. “We believe that by consistently investing in brand and marketing, we will keep consumers engaged and loyal,” Chao explains.
Bravery in marketing
Chao’s creative brave approach is evident in campaigns such as the McCafé “retirement” campaign, which generated massive social media buzz by playfully announcing the retirement of McDonald’s coffee, only to reintroduce it with a new upgraded successor McCafe.
Her advice for aspiring marketers is simple yet profound: “You have to be always curious. You have to maintain a high level of curiosity about why things are the way they are.” She believes professional success is about embracing unexpected opportunities. Through curiosity, resilience and bravery, she has helped to transform McDonald’s Hong Kong from a quick-service restaurant into a brand that connects deeply with the next generation.
“It’s not just about selling our product,” she says. “It’s about building a brand that people can connect with and see as part of their life.”
Illustration: David Despau