Case Study
McDonald's Innovation platforms
Building a robust business case by establishing the innovation and experience growth platforms, calculating the investment required, food offerings and in-store experiences.
In 2014 McDonald’s Australia set Growth Mantra the challenge of building innovative growth platforms into their business, in order to achieve a target of 20% market share in the expanding IEO category.
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Our remit was to size the opportunity, define the platforms, food offerings and in-store experiences, calculate investment required and build a robust business case.
A study of the global trends and market insights led to the development of five core food platforms to step change growth and capture a greater share of the IEO market including Gourmet Burgers, Ready Fresh, Wok Stir Fry, Steamed and International.
In Feb 2014, these platforms, service design and in-store experiences were tested in qualitative research with consumers. The results of the findings were then analysed and refined into the recommended customer experience platforms.
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​Detailed financial models were built to identify the ideal and most profitable mix of products, staffing and servicing costs, operating costs, fit out and equipment. From these we built an overall ‘Size of the Prize’ and Business Case for the McDonald’s Board.
From the recommendations provided, McDonald's launched the 'Create your Taste' gourmet burger experience, providing a customer experience where customers used digital kiosks to build their burgers, choosing everything from the bun, cheese, sauces, salad toppings and premium toppings before having their meals delivered to the table.
