Menuless.

Competing burger chains keep pushing new options at Saudi diners. McDonald's wanted to show that its own customers' orders were habit and ritual, not a choice made at the counter.

Menu boards behind the counter were replaced with a single line, "You know what you want", and billboards outside drive-thrus carried lines such as "You didn't drive all this way to experiment." The campaign ran across outdoor, digital and social, and fans picked it up as the #McMenuless challenge, filming themselves ordering or reciting the whole menu from memory.