THE CHALLENGE:

McDonald’s set up their Experience of the Future (EOTF) programme to rejuvenate their restaurants and brand with a smooth and efficient customer journey. We helped them understand, measure and refine the customer journey in converted pilot stores – both in terms of operations and communications – as well as optimise the training and use of staff in restaurants, and understand how the drive-thru experience could be step-changed in line with Experience of the Future.

WHAT WE DID:

We conducted qualitative research in 5 EOTF restaurants with a combination of intercepts, accompanied eats with pre-recruited respondents, and staff interviews. We used a wide range of projective qualitative techniques and exercises to dig into customers’ emotions and uncover unmet needs, as well as GoPros to capture the customer journey. To help bring the insights to life, we used the Path to Purchase framework for thinking as well as video created by our studio.

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THE RESULT:

Our optimisations proved so successful that in 2016 McDonald’s rolled them out in 400 stores across the UK as part of the EOTF process.

 

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