McDonald's in the US had lost touch with youth, the future of any category, and needed a way back in. This paper tells the story of how a market leader challenged the challengers and found its edge – and created a new generation of fans. Based on the insight: “Everyone has a McDonald’s order”, Famous Orders turned going to McDonald’s into a cultural event, and brought young people to the restaurants in droves. It became an engine of growth for the brand and the business, driving hundreds of millions of dollars in sales, and cemented a reappraisal with youth.