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Daniel Foster - Senior Editor, Economy

Senior Editor, Economy An award-winning financial journalist and analyst, Daniel brings sharp insight to economic trends, markets, and policy shifts. He is recognized for breaking complex topics into clear, actionable reports for readers and investors alike.

Economy

McDonald’s Leverages the Super Bowl Hangover with a Horizontal Breakfast Campaign

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy

McDonald’s Launches ‘Horizontal Breakfast’ Campaign Following Super Bowl

Table of Contents

New york, NY – February 9, 2026 – In A Bold Move, McDonald’s Is capitalizing On The Aftermath Of Super Bowl LXI With A New Marketing Campaign, Dubbed “Horizontal Breakfast.” The Initiative, Developed By Wieden+Kennedy New York, Aims To connect With Viewers Experiencing The Common Post-Game Exhaustion.

Targeting The “Day After” Consumer

While Many Brands Competed For Attention During Sunday’s Big Game, McDonald’s Strategically shifted Its focus To Monday, February 9th, Anticipating A Surge In Consumers Seeking Comfort Food After A night Of Festivity. This Approach Acknowledges The rising Trend Of Americans Taking Time Off Or Reporting To Work Late Following The Super Bowl.

The Campaign’s Creative Execution

The Core Of The “Horizontal Breakfast” Campaign Revolves Around Visually Representing The Common post-Super Bowl State Of Relaxation – Or Exhaustion. A central 15-Second Advertisement Depicts An Individual Struggling To Get Out Of Bed, Ultimately Opting To Order Breakfast Through The McDonald’s App While Remaining Reclined.

Sideways Creative: A Unique Visual Approach

Notably,The Entire Advertisement Is Presented horizontally,Mirroring The Viewer’s Likely Position. This Unique Creative Choice Extends Beyond The Television Spot, Influencing Out-Of-Home Advertising And social Media Content.

Out-of-home advertisements Copy Directly Addresses The Situation, Featuring Lines Such As “You Stayed Up For All Of it. If You’re Horizontal, A Little Breakfast Wouldn’t Hurt” And “McDonald’s Breakfast Is The First Step To Being Vertical.” Social Media Posts Mirror this Horizontal Orientation,Reinforcing The Campaign’s Theme.

Breakfast As A Remedy

McDonald’s Is Specifically Highlighting Its Breakfast Menu—including The Hot Honey Sausage And Egg Biscuit, Hash Browns, And Coca-Cola—As A Solution To Post-Celebration Fatigue. According To Recent Data From The Bureau Of Labor Statistics (https://www.bls.gov/), Absenteeism Rates Increase By Approximately 7% The Monday after The Super Bowl, Suggesting A Real Need For convenient And Comforting Options.

Understanding The Cultural Moment

The Campaign Taps Into A Recognizable Cultural Phenomenon. A 2024 Survey By The Workforce Institute At UKG (https://www.ukg.com/workforce-institute) Found That 48% Of Employees Admit To “Super Bowl Recovery” Being A Valid excuse for Tardiness Or Absence.

Here’s a quick breakdown of key elements:

Element Description
Campaign Name Horizontal Breakfast
Brand McDonald’s
Agency Wieden+Kennedy New York
Key Message McDonald’s Breakfast as a post-Super Bowl recovery solution.

This Marketing Strategy Represents A Clever Response To Consumer Behavior, Acknowledging The Realities Of Post-Super Bowl Recovery.

Do You Think This Campaign Will Effectively Drive Sales For McDonald’s?

How Do You See Brands Adapting Their Marketing Strategies To Reflect Post-Event Consumer Needs?

Share Your Thoughts In The comments Below And Don’t Forget To Share This Article with Your Network!

How does McDonald’s “Horizontal Breakfast” campaign target Super Bowl Monday consumers and enhance brand engagement?

McDonald’s Leverages the Super Bowl Hangover with a Horizontal Breakfast Campaign

The Monday after the Super bowl is a unique cultural moment. Millions are recovering, energy levels are low, and the desire for convenient comfort food skyrockets. McDonald’s,a global leader in the fast-food industry – currently the world’s second-largest international quick service resturant chain after Subway [1] – has consistently recognized this prospect,and their 2026 campaign,dubbed “Horizontal Breakfast,” is a masterclass in understanding consumer behavior and capitalizing on a cultural trend.

The “Horizontal Breakfast” Concept: A deep Dive

This year’s strategy isn’t about flashy ads or celebrity endorsements (though those still play a role). It’s about acknowledging how people are actually consuming breakfast the day after the big game. Forget sitting at the table; the “Horizontal Breakfast” campaign centers around the reality of enjoying breakfast from the comfort of your couch, often still in pajamas.

The core of the campaign revolves around:

* Menu optimization: McDonald’s has streamlined its breakfast ordering process for mobile app users, emphasizing delivery and drive-thru options. Bundles specifically designed for sharing (or not!) are prominently featured.

* Social Media Engagement: The hashtag #HorizontalBreakfast is trending, fueled by user-generated content. mcdonald’s is actively reposting photos and videos of customers enjoying their breakfast in various states of post-super Bowl relaxation.

* Limited-Time Offers: Exclusive deals on breakfast items are available only through the McDonald’s app on Super Bowl Monday, incentivizing app downloads and repeat orders.

* Packaging Adjustments: Subtle but effective – breakfast packaging has been slightly redesigned to be more stable when placed on uneven surfaces (like a couch cushion).

Why This Strategy Works: Psychology & Marketing Alignment

The success of “Horizontal Breakfast” isn’t accidental. It taps into several key psychological principles:

* Relatability: The campaign doesn’t tell people how thay should feel; it reflects how they already feel. This authenticity resonates deeply with consumers.

* Convenience: Post-Super Bowl Monday is about minimizing effort. McDonald’s delivers on this need with easy ordering and quick service.

* Comfort Food: Breakfast items like Egg McMuffins and hash browns are inherently comforting, providing a sense of normalcy after a day of excitement.

* social Proof: The #HorizontalBreakfast hashtag creates a sense of community and encourages participation. Seeing others embrace the concept normalizes and validates the behavior.

the Evolution of McDonald’s Post-Super Bowl Marketing

McDonald’s hasn’t always been so nuanced in its Super Bowl follow-up marketing. Early efforts focused on traditional advertising, promoting breakfast specials without acknowledging the specific context of the day. However, over the past decade, they’ve become increasingly sophisticated:

* 2018: Introduced “McDelivery” as a key component of their post-Super Bowl strategy, recognizing the growing demand for food delivery services.

* 2020: Launched a social media campaign encouraging fans to share their Super Bowl party photos, fostering user engagement and brand awareness.

* 2022: Partnered with a popular streaming service to offer exclusive discounts to subscribers, expanding their reach and targeting a specific demographic.

* 2024: Began A/B testing the “Horizontal Breakfast” concept with targeted social media ads, gathering data and refining the strategy before the full 2026 rollout.

Benefits of the “Horizontal Breakfast” Approach

Beyond increased sales, the “Horizontal Breakfast” campaign offers several long-term benefits for McDonald’s:

* Enhanced Brand Image: Positioning themselves as a brand that understands and empathizes with their customers builds trust and loyalty.

* Increased App Usage: Driving app downloads and engagement provides valuable data and opens up new marketing opportunities.

* Stronger Social Media Presence: The viral nature of the #HorizontalBreakfast hashtag expands their reach and strengthens their online community.

* Competitive Advantage: Differentiating themselves from competitors by focusing on a unique consumer insight.

Practical Tips for Other Brands

The success of McDonald’s “Horizontal Breakfast” campaign offers valuable lessons for other brands looking to capitalize on cultural moments:

  1. Understand Your Audience: Conduct thorough research to identify their needs, behaviors, and pain points.
  2. Embrace Authenticity: Avoid overly promotional messaging and focus on creating genuine connections with your customers.
  3. Leverage User-Generated Content: Encourage customers to share their experiences and amplify their voices.
  4. Optimize for Convenience: Make it as easy as possible for customers to engage with your brand and purchase your products.
  5. Monitor and Adapt: Continuously track your results and refine your strategy based on data and feedback.

[1]: https://fi.wikipedia.org/wiki/McDonald%E2%80%99s

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Economy

Kroger Names Ex‑Walmart CEO Greg Foran as New Chief Executive Officer

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy

Kroger Appoints greg Foran As New chief Executive Officer

Table of Contents

Cincinnati, Ohio – February 9, 2026 – Kroger announced today the appointment of Greg Foran as its new Chief Executive Officer, effective immediately. Foran succeeds Ron Sargent, who previously served as the company’s interim CEO as March of last year. This leadership change arrives at a pivotal moment for the grocery giant, as it navigates a shifting consumer landscape and recalibrates after a major merger attempt.

Industry Veteran Takes The Helm

The Kroger Board expressed confidence in Foran’s ability to steer the company forward. Sargent highlighted Foran as a highly respected leader with a proven track record in large-scale retail operations, emphasizing his ability to drive store performance and build strong teams. He stated that Foran’s approach aligns perfectly with Kroger’s values and strategic objectives.

From Walmart Turnaround To Air New Zealand Leadership

Foran brings extensive leadership experience to Kroger,notably serving as CEO of Walmart U.S. from 2014 to 2019. During his tenure, he oversaw a significant turnaround of the business, spearheading a digital transformation including the rollout of online ordering and convenient pickup services. Prior to joining Kroger,Foran held the position of Chief Executive Officer at Air New Zealand,broadening his operational expertise into the travel and logistics sectors.

Navigating A Changing Retail Surroundings

Foran expressed his enthusiasm for the role, describing Kroger as a dynamic company with a talented workforce and a strong commitment to its customers. He acknowledged the current juncture in Kroger’s evolution presents a unique opportunity. The appointment occurs as Kroger adjusts its strategies following the dissolution of its proposed $20 billion merger with Albertsons in 2024. This failed merger underscored the complexities of consolidation in the grocery industry and the increased scrutiny from regulatory bodies.

The Rise of Online Grocery Shopping

The change in leadership also comes amidst a significant shift in consumer behaviour, particularly in grocery shopping. Recent data indicates a growing preference for online grocery options, fueled by both convenience and affordability concerns. According to a January 2026 report by the Food Marketing institute, online grocery sales accounted for 14.3% of total grocery spending in 2025, a substantial increase from 5.4% in 2019. Consumers facing financial strain are 6% more likely to opt for online grocery shopping, seeking price transparency and budget control.

Grocery Shopping Trends – Online vs. In-Store

Shopping Method 2020 (%) 2023 (%) 2025 (%)
In-Store 95.6 87.2 85.7
Online 4.4 12.8 14.3

Source: Food Marketing Institute, 2026

Broader Retail CEO Shifts

Foran’s appointment mirrors a wave of executive changes across the retail sector, with new CEOs recently appointed at both Walmart and Target. This suggests a period of strategic recalibration for major retailers as they adapt to evolving market dynamics and consumer expectations.

Will Foran’s experience at Walmart translate into a similar revitalization for Kroger? And how will Kroger address the growing consumer demand for affordable and convenient grocery options in an increasingly competitive market?

Share your thoughts in the comments below!

What experience does Greg Foran bring to Kroger as the new CEO?

Kroger’s Bold Move: Greg Foran Takes the Helm as New CEO

Kroger,one of the largest supermarket chains in the united States,has announced a notable leadership change,appointing Greg Foran,the former President and CEO of Walmart U.S., as its new Chief Executive Officer. The appointment,effective immediately,marks a pivotal moment for the grocery giant as it navigates an increasingly competitive retail landscape and evolving consumer preferences. This decision follows a period of strategic restructuring and investment in digital capabilities for Kroger.

Foran’s Track Record at Walmart: A Foundation for Kroger’s Future

Greg Foran’s tenure at Walmart U.S. – from 2014 to 2019 – was marked by a strong focus on improving the customer experience, boosting employee morale, and driving e-commerce growth. He spearheaded initiatives like:

* Price Optimization: Foran was instrumental in Walmart’s aggressive price strategies, aiming to maintain its position as a low-price leader.

* Store Revitalization: He oversaw significant investments in store remodels and improvements to enhance the shopping surroundings.

* E-commerce Expansion: Under his leadership, walmart significantly expanded its online grocery delivery and pickup services, directly challenging Amazon’s dominance in the space.

* Employee Empowerment: Foran prioritized employee training and development, fostering a more engaged and productive workforce.

These accomplishments demonstrate a clear ability to navigate the complexities of large-scale retail operations and deliver tangible results – qualities that Kroger’s board clearly valued. His experience in leading a similar, massive organization is expected to be invaluable.

What This Means for Kroger: Strategic Implications

The appointment of Foran signals Kroger’s commitment to accelerating its change into a more customer-centric and digitally-driven organization.Several key areas are likely to see increased focus:

* Digital Acceleration: Expect continued investment in Kroger’s online platforms, including Kroger Delivery, Kroger Pickup, and its loyalty program, Kroger Plus.Foran’s experience at Walmart will be crucial in scaling these initiatives.

* Supply Chain Optimization: Enhancing the efficiency and resilience of Kroger’s supply chain will be a priority, particularly in light of recent disruptions.

* Personalized Customer Experiences: Leveraging data analytics to deliver more personalized offers and recommendations to customers is expected to be a key strategy.

* Competitive Positioning: Kroger faces intense competition from Walmart, Amazon, and other grocery retailers. Foran’s appointment suggests a more aggressive approach to defending and expanding market share.

The Competitive Grocery landscape: Key Players and Trends

The grocery industry is undergoing rapid change, driven by factors such as:

* Rise of Online Grocery: The pandemic accelerated the shift to online grocery shopping, and this trend is expected to continue.

* Demand for convenience: Consumers are increasingly seeking convenient shopping options, such as meal kits and prepared foods.

* Focus on Health and Wellness: Growing consumer interest in healthy eating is driving demand for organic and natural products.

* Inflationary Pressures: Rising food prices are impacting consumer spending habits and forcing retailers to find ways to manage costs.

Kroger, along with its competitors, must adapt to these trends to remain triumphant. The appointment of Foran is a clear indication that kroger is prepared to meet these challenges head-on.

Kroger’s Recent Performance and Future Outlook

Prior to Foran’s appointment, Kroger had been focusing on its “Restocking America” plan, a multi-billion dollar investment in its supply chain, technology, and customer experience.The company has also been actively expanding its private label brands and exploring strategic partnerships.

Recent financial reports show steady growth in sales, but profitability has been impacted by inflationary pressures and supply chain disruptions. Analysts predict that Foran’s leadership will be instrumental in navigating these challenges and driving long-term value for shareholders.The focus will be on maintaining competitive pricing while improving operational efficiency.

Foran’s Initial Statements and Vision for Kroger

In his initial statement, Foran expressed his excitement about joining Kroger and his commitment to building on the company’s strong foundation.He emphasized the importance of putting the customer first and creating a culture of innovation and collaboration.He also highlighted the possibility to leverage Kroger’s vast network of stores and its loyal customer base to drive growth. He stated his intention to deeply understand Kroger’s operations and culture before implementing any major changes.

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Economy

RODELÚ launches a 2×1 solidarity campaign to donate food throughout the country

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy

Uruguay’s RODELÚ Pizza Chain Launches Nationwide “Eat One, Donate One” World Pizza Day Initiative

Montevideo, Uruguay – February 9, 2026 – In a heartwarming display of social responsibility, Uruguayan pizzeria chain RODELÚ is launching its second annual “Ask one, donate another” campaign this World Pizza Day, February 9th. The initiative aims to transform pizza purchases into vital food donations for the Uruguayan Food Bank, offering a delicious way to support those facing food insecurity. This is breaking news for those interested in corporate social responsibility and community impact.

Doubling Down on Donations: A 2×1 with a Purpose

For every pizzeria product purchased – from classic pizzas and muzza to fainá and figazzas – RODELÚ will automatically donate an equivalent item to the Food Bank, at no extra cost to the customer. The campaign will run throughout the day at all 10 RODELÚ locations across Montevideo, Salto, Paysandú, and Punta del Este, for both dine-in and takeaway orders. Delivery orders are excluded from the promotion.

From Local Action to National Reach

The idea originated in 2025, exceeding expectations and resulting in over 4,200 kilos of food donated to snack bars near each branch. This year, RODELÚ has partnered with the Food Bank Foundation of Uruguay to leverage their established distribution network and maximize the impact of the donation. “They have the channel, the logistics and the national reach. Our donation goes to the Bank and they make sure it reaches where it is most needed,” explained Andres Deogostini, one of RODELÚ’s directors.

A Goal of 8,000 Kilos: Feeding Communities Across Uruguay

Building on last year’s success, RODELÚ has set an ambitious goal of donating 8,000 kilos of essential food items – flour, oil, tomato sauce, and mozzarella – in a single day. These ingredients will be distributed to picnic areas and social organizations throughout the country, providing much-needed support to vulnerable communities. Deogostini describes it as “a different 2×1: “You eat the pizza and we donate the other.” It is not a traditional promotion, it is a 2×1 solidarity.”

Beyond Pizza: A Commitment to Social Wellbeing

RODELÚ’s commitment extends beyond food security. The company recently signed an agreement with a specialized clinic to provide free psychological consultations to all its employees, demonstrating a holistic approach to staff wellbeing. “We live by selling food, that’s why We understand that food is a central issue in which we have to get involved”, Deogostini stated. “In a country with millions of inhabitants, there are still people who go hungry or eat little. As a large gastronomy company, we feel that we have to collaborate.”

This World Pizza Day, RODELÚ is offering a simple yet powerful way to make a difference. It’s a reminder that even everyday choices, like enjoying a slice of pizza, can contribute to a more equitable and compassionate society.

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Economy

Save Energy: Best Time to Do Laundry & Lower Bills

by Daniel Foster - Senior Editor, Economy
written by Daniel Foster - Senior Editor, Economy

Timing Your Wash: How Smart Laundry Scheduling Could Save You Hundreds

Electricity rates are no longer static. Increasingly, utilities are implementing time-of-use pricing, meaning when you run your appliances matters as much as how often. For a household staple like the washing machine, strategically scheduling cycles could translate into significant savings – potentially hundreds of dollars annually – and contribute to a more stable energy grid.

The Rising Cost of Convenience

Modern life revolves around convenience, but that convenience comes at a cost, particularly when it comes to energy consumption. Washing machines, while essential, are energy-intensive appliances. Electric dryers, in particular, account for 75-85% of the total energy used in laundry, consuming 2-6 kWh per cycle, while washers use 0.5-1 kWh. As electricity rates continue to climb, understanding these costs is crucial.

Peak vs. Off-Peak: The Key to Savings

The core principle behind energy savings lies in avoiding peak demand hours. Electricity companies apply variable rates throughout the day to incentivize usage when demand – and therefore prices – are lower. Generally, the cheapest rates are between 10:00 pm and 6:00 am, when most homes and businesses aren’t operating high-powered appliances simultaneously. Scheduling your wash cycle during this interval not only reduces your bill but also helps distribute the load on the electrical system.

Finding Your Off-Peak Hours

Don’t assume off-peak hours are universal. Many electricity companies offer plans with differentiated hourly rates. Review your electricity bill or supplier application to identify the specific times when consumption costs less. This information is key to maximizing savings.

Beyond Timing: Maximizing Efficiency

Smart scheduling is just one piece of the puzzle. Several other factors contribute to reducing laundry-related energy consumption. Specialists advise using full load programs, avoiding unnecessary washes, and selecting low-temperature modes when appropriate. Cold water washing, for example, can reduce washing energy consumption by 75-85%, saving households $50-$150 annually and protecting fabrics.

The Heat Pump Dryer Revolution

For those looking to upgrade appliances, consider a heat pump dryer. These advanced models use 28-30% less energy than conventional electric dryers and can pay for themselves within 3-5 years through annual savings of $50-$100. Investing in energy-efficient appliances is a long-term strategy for reducing your carbon footprint and lowering your bills.

The Future of Laundry and the Smart Grid

The trend towards dynamic pricing and smart appliances is only expected to accelerate. As smart grids become more sophisticated, we can anticipate even more granular pricing signals, potentially adjusting rates in real-time based on grid conditions. This will require even greater flexibility from consumers, but also unlock further opportunities for savings. Imagine a future where your washing machine automatically schedules cycles during the cheapest and most sustainable times, seamlessly integrating with the energy grid.

What are your predictions for the future of energy management in the home? Share your thoughts in the comments below!

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