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Canadians Aren't Shy About "Showing Their Love" For The Big Mac

July 20, 2010


New sample survey indicates more than 1.3 million adult Canadians think eating iconic burger is better than Sex


TORONTO, ON (July 20, 2010) – A recent study proves that Canadians have more in common than you may think when it comes to late-night cravings. It also seems some of us prefer satisfying those urges with a Big Mac sandwich rather than staying home to canoodle in the bedroom.

A sample survey* conducted by Ipsos-Reid on behalf of McDonald’s® Canada indicates that 33 per cent of Canadians have visited McDonald’s in the wee hours for a Big Mac. Not only do Canadians like visiting McDonald’s late at night, but five per cent of the adult population – equating to more than 1.3 million people – when given the choice of having sex or eating a Big Mac said they would choose the iconic burger.

“Canadians are passionate people and it’s great to see we’re not shy about showing our love for the Big Mac,” said Joel Yashinsky, Vice-President, National Marketing, at McDonald’s Restaurants of Canada. “This bond only grows stronger as more and more of our restaurants and drive-thrus are now open 24 hours so we can better satisfy our customers’ late-night cravings.”

In addition to being a popular destination after dark, according to the Ipsos-Reid study, McDonald’s also makes for a popular date-night venue. Sixty-four per cent of adult Canadians, if taken to McDonald’s on a first date, would go out with the person again. Even more surprising, seven per cent of the adult male population – equating to one million – indicated they would be so impressed that they would want the second date to also take place at McDonald’s.

If you are one of the many Canadians at a McDonald’s after midnight, don’t be surprised if you hear a familiar tune in line. The Big Mac jingle “Two all beef patties special sauce lettuce cheese pickles onions on a sesame seed bun®” is recognizable by 51 per cent of adult Canadians who have had a Big Mac. Interestingly enough, 22 per cent of them – equating to more than 2.6 million – weren’t born when the jingle first gained notoriety in 1975.

While Canadians are fanatical about their love for the Big Mac, McDonald’s wants to know which iconic menu item Canadians are most passionate about, the Big Mac or the Quarter Pounder with Cheese® sandwich. The larger-than-life debate boasting two oversized burger balloons kicked off yesterday in the exact longitudinal centre of Canada – Landmark, Manitoba. Visit McDonald’s Canada’s Facebook page, to watch the balloons live in real-time and cast your vote.

*These are some of the findings of an Ipsos Reid poll conducted between July 5 to July 8, on behalf of McDonald’s Canada. For this survey, a sample of 2,024 adults from Ipsos' Canadian online panel were interviewed.
Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. All figures provided above are population extrapolations based on the sample survey.

A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-2.2 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled. 

The margin of error will also impact the population extrapolation such that the numbers are understood to be approximate. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

About McDonald’s Canada
McDonald’s is the leading foodservice company in the world.  McDonald’s Restaurants of Canada Limited and its Canadian franchisees own and operate more than 1,400 restaurants and employ more than 77,000 Canadians coast to coast. Approximately 75 per cent of McDonald’s Canadian restaurants are locally owned and operated by independent entrepreneurs.  For more information about McDonald’s Canada, visit the company’s website at

Media Relations Team at McDonald’s Canada