Trust is critical to business. Yet there is scant evidence demonstrating the effect of trust-focused communications on the bottom line. This paper sets out to rectify that, outlining the relentless focus McDonald’s has placed on rebuilding trust over the past decade. The brand’s journey included building cognitive trust in phase 1, developing affective trust in phase 2, and finally finding an optimal balance for communications in phase 3. This paper argues that this relentless focus has nearly doubled brand trust, delivered over £900m in incremental sales and achieved a ROI of £6.09.