As the birth rate decreases and family structures change and adapt to modern lifestyles (higher rate of broken families, older parents with fewer children, different types of families, different household composition ...), McDonald's faced the challenge of gaining a deeper understanding of these families, and how their relationship with leisure responds to the McDonald's brand. Their goal was to define an offering and adhoc experience for this target across all of its channels and touchpoints.
In order to respond to all these challenges and questions, we conducted research with consumers and various relevant stakeholders of the McDonald's ecosystem, followed up by several co-creation workshops with McDonald's teams.
The result was the creation of a strategic plan that layed the foundation and set workstreams for the company over the next 5 years.
What have we achieved with this plan?
A deep understanding of the Alpha generation and the keys to current family entertainment, providing insights to guide the brand into new territories.
An engagement plan for various subsegments of parents, spread across all contact points.
Increased family traffic to restaurants and other brand channels.
A working platform to bring the Happy Meal into the 21st century.
Guidelines to enhance the Delivery channel.
Workstreams to enrich the evolution of the offering and shopping experience.