McDonald’s Singapore launches ‘Night-In’ platform The Drum looks into how and why global foodservice retailer McDonald's pivoted its go-to-market strategy in Singapore on the back of the emergence of the in-home consumer. Of the many offshoots of the post-pandemic life and the growing in-home economy, an important shift has been in the changed food habits of people, in terms of what they eat, how they eat and when they eat. The advent of this ‘cocoon culture’ which mirrors and celebrates the newfound joys of staying home, is being lapped up by brands to connect with an emerging customer base.