To promote the latest “100% pure beef” products, McDonald’s broke new grounds in marketing—launching “Men’s Day” activities. Male consumers, who come to its restaurants 5 p.m. to 8 p.m. every Wednesday from April 27 to June 7, can enjoy half the price for the second beef burger.
Men’s Day is a change in McDonald’s marketing concept. While there are many holidays and celebrations for children and women, men need some activities to chat with their fellows and friends. With its deep understanding of their demands, McDonald’s put more attention on its male customers, while it continued its efforts on women and children.
McDonald’s chose Wednesday as it was the longest day in a week in working men’s minds and the fast-food chain wanted to create an exclusive dining experience where men can break away from their stress and relax themselves.

Source:chinaretail.org