XDA transformed McDonald’s worldwide convention into a larger-than-life McCity, immersing franchisees into the future of McDonald’s for a fun, educational, hands-on experience.

The sprawling city brought McDonald’s strategic initiatives to full scale, housing 11 fully functioning restaurants, a sculpture garden, integrated digital experiences, and four large-scale focused initiative stations.

The experience showcased McDonald’s advancements and gave franchisees an up-close look at their audience, key growth drivers, the McDonald’s experience, and their plans for tomorrow.