MacDonalds Study - City Radar TOKYO
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MacDonalds Study - City Radar TOKYO

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Food trends from Tokyo streets...

Food trends from Tokyo streets...

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MacDonalds Study - City Radar TOKYO Presentation Transcript

  • 1. F&D trends Business priorities
  • 2. F&D trends Business priorities
  • 3. F&D trends Business priorities
  • 4. F&D trends Business priorities More straightforward …with new information
  • 5. F&D trends Business priorities Former layout Product ID
  • 6. F&D trends Business priorities MORE SPACE FOR THE DIFFERENT PRODUCT SCANS CONDENSED INFORMATION PANEL Product ID SIMILAR CONCEPTS WHERE NEEDED
  • 7. F&D trends Business priorities WHAT'S NEW? NEW ICONS Business priorities NEW CONSUMER PLATFORM ITEMS: � On the spot � Office/home � On my way No more mapping ADVENTURE TREAT/REWARD SOCIAL FRIENDS REFUELING LIGHT EATING LIFT ESCAPE ONLY THE TOP CONSUMER NEED
  • 8. F&D trends Business priorities Place ID Former layout
  • 9. F&D trends Business priorities Place ID CONDENSED INFORMATION PANEL A SPECIAL "PLACE FOCUS CORNER"
  • 10. F&D trends Business priorities WHAT'S NEW? NEW ICONS Business priorities THE CONSUMER NEED IS INTEGRATED IN TO THE PLACE DASHBOARD No more mapping ADVENTURE TREAT/REWARD SOCIAL FRIENDS REFUELING LIGHT EATING LIFT ESCAPE
  • 11. F&D trends Business priorities More straightforward More ergonomic Designed for the screen …To complement the book
  • 12. F&D trends Business priorities ww Market driver Chapter headings Book page number Type of double page spread Product focus Business priorities F&D trends Driver headings -product ID -place ID -focus on
  • 13. F&D trends Business priorities + Learning McDonald's Start ! McDonald's new product opportunity Business priority concerned Market driver Chapter headings Product focus Driver headings Book page number Type of double page spread-product ID -place ID -focus on
  • 14. F&D trends Business priorities TOKYO
  • 15. F&D trends Business priorities CITY PULSE
  • 16. F&D trends Business priorities ON THE GO
  • 17. F&D trends Business priorities FINGER ATTITUDE
  • 18. F&D trends Business priorities BAKERY
  • 19. F&D trends Business priorities NEW PLAYERS
  • 20. F&D trends Business priorities RE-DESIGN TRADITION
  • 21. F&D trends Business priorities SMART SYSTEMS
  • 22. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS
  • 23. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS
  • 24. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN
  • 25. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN DIY Divide and conquer…the pleasure PRODUCT ID P 22 Sugar syrup Flavoured jelly cubes Red bean jelly Red bean paste Sweet rice paste sticks Lightly flavoured seaweed jelly LEARNING McDONALD'S • Instigate compartment foods •Bring back the genuine joy of kid's food construction •Retain optimum freshness McDonald's new product opportunity
  • 26. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN MECCANOFOOD • Nutritional equation • Layered combinations • Your meal, you decide • Create a new pleasure zone • Partition textures FOCUS ON P 24
  • 27. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN TAKE THE PLUNGE Drink the cake not the juice PRODUCT ID P 26 LEARNING McDONALD'S • Activate the dunk cake • Trigger the sink and sup cup • Launch the liquid/sponge/cream trio • Free the fruit explosion McDonald's new product opportunity
  • 28. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN CUPFRUIT Pioneer very basic fruit snack pleasures PRODUCT ID P 28 Soja ice cream Soja ice creamBlack bean Carrot + Grapefruit + orange LEARNING McDONALD'S • Encourage recipe exploration • Sign a new gesture code • Investigate fruit versatility • Enjoy fresh mixes McDonald's new product opportunity
  • 29. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN A TICKET TO EAT Exploring ultimate efficiency for busy people Business priorities PLACE ID P 30 LEARNING McDONALD'S • Create a streamlined service • Stretch the term "fast food" to the extreme • De-congest the counter rush hour
  • 30. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN THE KIT CAKE Energise the filling process PRODUCT ID P 32 LEARNING McDONALD'S • Orchestrate a schoolyard craze • Maintain food crispness • Launch filling combinations possibilities McDonald's new product opportunity
  • 31. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN TAKE LUNCH IN THE FAST LANE Introduce a less waiting, more eating, time system PLACE ID P 34 Business priorities DEAR.SOUP cheeseburger soup rice caramelised sweet potato LEARNING McDONALD'S • Invent a ready-to-grab combo offer • Accelerate the fast food vehicle • Eliminate the need for decisions
  • 32. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN THE A-BENTO-NABLE SNOWMAN Inject joy in boxed lunches PRODUCT ID P 36 beef mushroom rice egg dumpling radish beans dumpling roast pork surimi LEARNING McDONALD'S • Market playful characters • Own a new snack box collection trend • Promote school bag lunch portability • Bring fun to the lunch table McDonald's new product opportunity
  • 33. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN STACK LUNCH Freshly mixed for a fresh taste PRODUCT ID P 38 rice vegetables LEARNING McDONALD'S • Reconciliate fresh mixing and fast food • Own this new meal system • Change fast food perceptions McDonald's new product opportunity
  • 34. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN SMART SAMPLING Multi-choice in multi-simplicity PRODUCT ID P 40 rice tonkatsu chicken pumpkin salmon piece coleslaw fresh vegetables sweet potato dumpling beans LEARNING McDONALD'S • Obliterate the need for decisions • Make fast food clean and business friendly • Instigate a balanced diet • Re-invent the office food benchmark McDonald's new product opportunity
  • 35. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN THE MUST-HAVE ACCESSORY Developing a new café combo PRODUCT ID P 42 LEARNING McDONALD'S • Be the first to launch specific beverage duos • Invent the spirit of a coffee food • Explore the pleasure combination McDonald's new product opportunity
  • 36. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -DIY -MECCANOFOOD -TAKE THE PLUNGE -CUPFRUIT -A TICKET TO EAT -THE KIT CAKE -TAKE LUNCH IN THE FAST LANE -THE A-BENTO-NABLE SNOWMAN -STACK LUNCH -SMART SAMPLING -THE MUST-HAVE ACCESSORY -STAIRWAY TO HEAVEN STAIRWAY TO HEAVEN An all in one texture journey PRODUCT ID P 44 LEARNING McDONALD'S • Delight in density ranges • Indulge in multi-tiered pleasures • Go vertical • Invest in a fresh flavour climbing wall McDonald's new product opportunity
  • 37. F&D trends Business priorities RED & WHITE BEAN SCAN
  • 38. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY
  • 39. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM
  • 40. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM TREATS IN THE PIPELINE Replay beverage size and gesture for kids PRODUCT ID P 50 LEARNING McDONALD'S • Create a fresh and fun drinking experience • Own this new gesture code • Embark on experimental display • The first step on designing beverage packaging for kids McDonald's new product opportunity
  • 41. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM GO DUO Install the new combination codes PRODUCT ID P 52 LEARNING McDONALD'S • Champion eat/drink portability • Celebrate liquid/solid combinations • Promote single-handed on the go refueling • Twist existing packaging concepts McDonald's new product opportunity
  • 42. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM THE VITAMIN DOCTOR Promoting liquid health remedies PRODUCT ID P 54 LEARNING McDONALD'S • Pioneer therapeutic treats • Champion dense liquidity • Trigger colourful ranges in portable modes • Instigate a modern on-the-go blend of natural treats McDonald's new product opportunity
  • 43. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM URBAN RICE VIBRATIONS FOCUS ON P 56 RICE DOUGH + black sesame stuffing + peanut stuffing + red bean stuffing + red bean & chrysanthenum topping + red bean sauce + Caramelised soy sauce
  • 44. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM SCHOOL OF PORTABILITY Explore hot basics in an on-the-go system PRODUCT ID P 58 LEARNING McDONALD'S • Work out rigid crepes to enable hot food portability • Mass market edible wrappings • Create natural, handheld, containing systems McDonald's new product opportunity pasta bolognaise tacos sausage
  • 45. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM ICE CREAM BITE Encapsulate a classic cold emotion in a crispy nomadic mode PRODUCT ID P 60 LEARNING McDONALD'S • Invent ice cream bites • Initiate a fresh gesture code • Instigate mix and match shell flavors • Control the ice cream drips McDonald's new product opportunity
  • 46. F&D trends Business priorities Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM ROLL UP! ROLL UP! Capitalise on a crepe as an on-the-go solution PLACE ID P 62 LEARNING McDONALD'S • Promote all-in-one edible integrated container • Launch sophisticated mixes • Give salads new on-the-go status • Explore the vertical simplicity CAFE CREPE
  • 47. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM PUT THE FOCUS ON FRUIT Re-discover fruit in a joyful consumption mode PRODUCT ID P 64 LEARNING McDONALD'S • Think fresh • Celebrate the cool crisp taste • Install beneficial fresh snacks • Give fruit a fast food status McDonald's new product opportunity canteloupe melon honeydew melon strawberries
  • 48. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM VEG IN THE CITY Delight in beneficial pleasures PRODUCT ID P 66 LEARNING McDONALD'S • Re-evaluate fundamental produce • Drive natures own colour spectrum • Revel in vegetable's exciting portability • Challenge taro's versatility McDonald's new product opportunity hot taro
  • 49. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM BREAK THE MOULD FOCUS ON P 68 INVEST IN LIQUID/SOLID DUALITY ENDORSE DAILY DOSE SNACKS PACKS REVEL IN NOURISHING MOUTHFULS ICE CREAM JELLY FOOD JELLY DRINK WATER
  • 50. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -TREATS IN THE PIPELINE -GO DUO -THE VITAMIN DOCTOR -URBAN RICE VIBRATIONS -SCHOOL OF PORTABILITY -ICE CREAM BITE -ROLL UP! ROLL UP! -PUT THE FOCUS ON FRUIT -VEG IN THE CITY -BREAK THE MOULD -TOKEN TOTEM TOKEN TOTEM Shape up story snacking PRODUCT ID P 70 LEARNING McDONALD'S • Launch character trends • Explore seasonal designs • Install taste/shape guessing games • Develop filling inventions for kids McDonald's new product opportunity red bean stuffing
  • 51. F&D trends Business priorities SOY SCAN
  • 52. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS 2-EDGY PORTABILITY 3-TACTILE HARMONY
  • 53. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -RAISE THE BAR -BANANA MESSENGER -SMOOTH BITE CONSTRUCTIONS -ENJOY THE DRY MARKET -BABY SOFT
  • 54. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -RAISE THE BAR -BANANA MESSENGER -SMOOTH BITE CONSTRUCTIONS -ENJOY THE DRY MARKET -BABY SOFT RAISE THE BAR FOCUS ON P 76 taro paste orange, pumpkin, earl grey, chocolate & plain cheesecakes cumin sticks green tea & red bean bars
  • 55. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -RAISE THE BAR -BANANA MESSENGER -SMOOTH BITE CONSTRUCTIONS -ENJOY THE DRY MARKET -BABY SOFT BANANA MESSENGER Promote healthy and balanced breaks in the form of natural shapes PRODUCT ID P 78 banana shape banana flavour banana colour banana word banana & white bean McDonald's new product opportunity LEARNING McDONALD'S • Overwhelm the senses • Re-inventing the magic of nature • Release banana's potential McDonald's new product opportunity
  • 56. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -RAISE THE BAR -BANANA MESSENGER -SMOOTH BITE CONSTRUCTIONS -ENJOY THE DRY MARKET -BABY SOFT SMOOTH BITE CONSTRUCTIONS FOCUS ON P 80 rice & cod roe tempura rice & cod roe trianglesweet potato salted red bean salmon roe sesame shrimp tempura wasabi & cucumber
  • 57. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -RAISE THE BAR -BANANA MESSENGER -SMOOTH BITE CONSTRUCTIONS -ENJOY THE DRY MARKET -BABY SOFT ENJOY THE DRY MARKET You've never snacked so healthily PRODUCT ID P 82 carrot lotus root pumpkin taro bean transparency LEARNING McDONALD'S • Take a creative healthy stand on all day snacks • Build on natural colour displays • Keep the crisp, clean the product McDonald's new product opportunity
  • 58. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -RAISE THE BAR -BANANA MESSENGER -SMOOTH BITE CONSTRUCTIONS -ENJOY THE DRY MARKET -BABY SOFT BABY SOFT FOCUS ON P 84
  • 59. F&D trends Business priorities SWEET POTATO SCAN
  • 60. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS 3-TACTILE HARMONY 4-REPLAY BASICS
  • 61. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -FRUIT SANDWICH -THE MELTING POT BURGER -THE FAST FOOD HOLY GRAIL -WHEN THREE CLASSICS MEET -IT'S PANDA-MONIUM! -"HAMBURGER IS MY LIFE" -RICE BUNS
  • 62. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -FRUIT SANDWICH -THE MELTING POT BURGER -THE FAST FOOD HOLY GRAIL -WHEN THREE CLASSICS MEET -IT'S PANDA-MONIUM! -"HAMBURGER IS MY LIFE" -RICE BUNS FRUIT SANDWICH The best thing since sliced bread PRODUCT ID P 90 fresh cream cheese +blueberry fresh cream cheese + apricot + pineapple fresh cream cheese + strawberry LEARNING McDONALD'S • Triumph in healthy/tasty combos • Champion soft/smooth/crunch texture arrangements • Celebrate fruit pie sandwiches McDonald's new product opportunity
  • 63. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -FRUIT SANDWICH -THE MELTING POT BURGER -THE FAST FOOD HOLY GRAIL -WHEN THREE CLASSICS MEET -IT'S PANDA-MONIUM! -"HAMBURGER IS MY LIFE" -RICE BUNS THE MELTING POT BURGER Meat & two veg in a bun PRODUCT ID P 92 LEARNING McDONALD'S • Start the hottest gesture code • Launch the happy mix • Exult knife and fork exile • Stretch the burger zone McDonald's new product opportunity veg, meat, cheese & gravy
  • 64. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -FRUIT SANDWICH -THE MELTING POT BURGER -THE FAST FOOD HOLY GRAIL -WHEN THREE CLASSICS MEET -IT'S PANDA-MONIUM! -"HAMBURGER IS MY LIFE" -RICE BUNS THE FAST FOOD HOLY GRAIL Imagining the future PRODUCT ID P 94 LEARNING McDONALD'S • Open up one bite sensations • Re-develop the basics • Rejoice in fingerfood • Invent a new classic McDonald's new product opportunity
  • 65. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -FRUIT SANDWICH -THE MELTING POT BURGER -THE FAST FOOD HOLY GRAIL -WHEN THREE CLASSICS MEET -IT'S PANDA-MONIUM! -"HAMBURGER IS MY LIFE" -RICE BUNS WHEN THREE CLASSICS MEET Empowering bread PRODUCT ID P 96 LEARNING McDONALD'S • Embrace unusual food group mergers • Pioneer no cutlery dining • Capture flowing food McDonald's new product opportunity bread crepe noodles
  • 66. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -FRUIT SANDWICH -THE MELTING POT BURGER -THE FAST FOOD HOLY GRAIL -WHEN THREE CLASSICS MEET -IT'S PANDA-MONIUM! -"HAMBURGER IS MY LIFE" -RICE BUNS IT'S PANDA-MONIUM! Introduce personality foods PLACE ID P 98 Business priorities green tea cream LEARNING McDONALD'S • Explore character food opportunities • Install toy collection trends • Contemplate add-on possibilities • Animate kids food ARUMAD
  • 67. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -FRUIT SANDWICH -THE MELTING POT BURGER -THE FAST FOOD HOLY GRAIL -WHEN THREE CLASSICS MEET -IT'S PANDA-MONIUM! -"HAMBURGER IS MY LIFE" -RICE BUNS "HAMBURGER IS MY LIFE" What I eat is what I am PLACE ID P 100 Business priorities LEARNING McDONALD'S • Get people to be part of the recipe • Educate on nutritional values • Put the emphasis on health • Teach nutrition through a story telling process MOS BURGER
  • 68. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -FRUIT SANDWICH -THE MELTING POT BURGER -THE FAST FOOD HOLY GRAIL -WHEN THREE CLASSICS MEET -IT'S PANDA-MONIUM! -"HAMBURGER IS MY LIFE" -RICE BUNS RICE BUNS The breadless bun PRODUCT ID P 102 rice onions cutted pork ginger LEARNING McDONALD'S • Merge basic premiums • Salute contemporary diet trends • Rejoice in international staples • Lead the no bread exploration McDonald's new product opportunity
  • 69. F&D trends Business priorities MACHA & GREEN TEA SCAN
  • 70. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS 4-REPLAY BASICS 5-BREAD PREMIERE
  • 71. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH
  • 72. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH SWEET BREAD CATWALK Fertilise bread potential PRODUCT ID P 108 Bread cake cubes Sweet baguette French loaf slice, stuffed with strawberries and cream Chocolate french toast LEARNING McDONALD'S • Relish bread as dessert • Revolutionize bread's silhouette • Maximize this basic's verticality • Launch the flavour vessel McDonald's new product opportunity
  • 73. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH SANDOICCHI FOCUS ON P 110 SIZE AND FORM -MINIMALISM -PACKAGED BITES -CUSTOMISED PACKAGING -MAKI/SUSHI IMPACT ON SANDWICH CULTURE
  • 74. F&D trends Business priorities Pumpkin Chestnut 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH CRISPY MOONS Promote on-the-go bite excellence PRODUCT ID P 112 Maple syrup Caramel flakes Plain LEARNING McDONALD'S McDonald's new product opportunity • Intensify fresh filling explosions • Challenge guess centers • Create a taste journey • Drive tactile pleasures • Exploit the crisp/creamy divergence
  • 75. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH PLAYFUL SHAPES FOCUS ON P 114 BUTTER BREAD RED & WHITE BEAN STUFFING MACADAMIA NUT BREAD RED BEAN & ALMOND STUFFING APPLE BRIOCHE open> close<
  • 76. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH BREAD RAFT When bread plays the pizza role PRODUCT ID P 116 LEARNING McDONALD'S McDonald's new product opportunity • Reposition core elements • Challenge bread use • Give potato a new platform • Combine existing mass-market players Pie sauce
  • 77. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH ARCHI-TEXTURE:SURFACE EFFECTS FOCUS ON P 118 NEW BUN LANGUAGE -RUSTIC TEXTURE -SHAPING -PATTERNISATION UNEVENLY BULBOUS APEX FOCUS WORKED SURFACE
  • 78. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH ARCHI-TEXTURE:EMOTIONS FOCUS ON P 120 NEW COLOUR DRIVERS - RUGGED TEXTURES - MYSTERIOUS FEEL - HUE INTENSITIES GRANULAR MARBLED BEAUTY SPOTS TEXTURED BROKEN GROUND AGGLUTINATEDPOLKA-DOT
  • 79. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH MOTHER'S LITTLE HELPER Revolutionise the sandwich building pleasure process PRODUCT ID P 122 LEARNING McDONALD'S McDonald's new product opportunity • Make lunch a joyful experience for kids • Promote supreme freshness • Explore flat-pack DIY portability • Instigate a new building platform
  • 80. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH PROTE'IN BREAD MORPHING FOCUS ON P 124 sausagesausage & cheesesausage Egg, ham & cheese
  • 81. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH OPEN HEARTED EMOTION Tell a core story PRODUCT ID P 126 LEARNING McDONALD'S • Induce a drink/eat gesture code • Champion texture juxtapositions • Market new food epicentres • Release the warm-hearted pleasure McDonald's new product opportunity
  • 82. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -SWEET BREAD CATWALK -SANDOICCHI -CRISPY MOONS -PLAYFUL SHAPES -BREAD RAFT -ARCHI-TEXTURE: SURFACE EFFECTS -ARCHI-TEXTURE: EMOTIONS -MOTHER'S LITTLE HELPER -PROTE'IN BREAD MORPHING -OPEN HEARTED EMOTION -UNDERCOVER HEALTH UNDERCOVER HEALTH Use bread to promote a balanced diet PRODUCT ID P 128 LEARNING McDONALD'S • Enfold stuffings • Facilitate vegetable consumption • Challenge meal mouthfuls McDonald's new product opportunity
  • 83. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS
  • 84. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -NEON LIGHTS -SMOOTHIE BREAKFAST -PASTA VERSATILITY -THE MILKLESS MILK -VEG' SALON -SWEET FRIES -CAKE MACHINE -CONVERTIBLE BITE -COMMUTER FARE
  • 85. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -NEON LIGHTS -SMOOTHIE BREAKFAST -PASTA VERSATILITY -THE MILKLESS MILK -VEG' SALON -SWEET FRIES -CAKE MACHINE -CONVERTIBLE BITE -COMMUTER FARE NEON LIGHTS Enjoy the fun PRODUCT ID P 132 Orange juice, mango, lemon Green soda Grenadine, strawberry LEARNING McDONALD'S • Intensify hue ranges • Manage fruit juice / cream contrasts • Stimulate recipe conception • Develop more festive beverage offers McDonald's new product opportunity
  • 86. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -NEON LIGHTS -SMOOTHIE BREAKFAST -PASTA VERSATILITY -THE MILKLESS MILK -VEG' SALON -SWEET FRIES -CAKE MACHINE -CONVERTIBLE BITE -COMMUTER FARE SMOOTHIE BREAKFAST Slurp & chomp brekkie ! PRODUCT ID P 134 LEARNING McDONALD'S • Empower the fruit, drink and cereal mix • Maximize infinite blending recipes • Stretch the boundaries of conventional day-starter • Build a new blending experience opportunity McDonald's new product opportunity 3 berries, marshmallow & cornflakes Watercress, maple yoghurt & cornflakes Orange, mango & biscuit
  • 87. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -NEON LIGHTS -SMOOTHIE BREAKFAST -PASTA VERSATILITY -THE MILKLESS MILK -VEG' SALON -SWEET FRIES -CAKE MACHINE -CONVERTIBLE BITE -COMMUTER FARE PASTA VERSATILITY On-the-go refueling pockets PRODUCT ID P 136 LEARNING McDONALD'S • Catwalk seasonal colours • Expose a surprise interior • Design striking contrasts • Venture on-the-go snacking duos McDonald's new product opportunity Plain mochi Chrysanthem mochi
  • 88. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -NEON LIGHTS -SMOOTHIE BREAKFAST -PASTA VERSATILITY -THE MILKLESS MILK -VEG' SALON -SWEET FRIES -CAKE MACHINE -CONVERTIBLE BITE -COMMUTER FARE THE MILKLESS MILK Create an alternative solution to outperform milk PRODUCT ID P 138 LEARNING McDONALD'S • Make milk more interesting • Promote nature in its diversity • Potentialize healthy alternatives • Allow people to enjoy new liquid capabilities McDonald's new product opportunity Whole rice, Toffee & ginger Whole rice, Black rice & sesame Whole rice, Sweet potato Whole rice, Sugar & black sugar
  • 89. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -NEON LIGHTS -SMOOTHIE BREAKFAST -PASTA VERSATILITY -THE MILKLESS MILK -VEG' SALON -SWEET FRIES -CAKE MACHINE -CONVERTIBLE BITE -COMMUTER FARE VEG' SALON What you see is what you experience PLACE ID P 140 Business priorities VEG INSPIRED LAMPS BODY CARE APPROACH FRESHNESS LABORATORY EVERYTHING IS WHITE AND BRIGHT LEARNING McDONALD'S • Promote five a day goodness • Endorse recipe experimentation • Champion drink meals • Install an immediate nature sensation showroom VEGETARIA
  • 90. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -NEON LIGHTS -SMOOTHIE BREAKFAST -PASTA VERSATILITY -THE MILKLESS MILK -VEG' SALON -SWEET FRIES -CAKE MACHINE -CONVERTIBLE BITE -COMMUTER FARE SWEET FRIES They're not just for main course PRODUCT ID P 142 Grilled and caramelised sweet potatoes LEARNING McDONALD'S • Explore frie alternatives • Introduce a frie based snacking mode • Vary glaze and toppings to enrich customer choice McDonald's new product opportunity
  • 91. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -NEON LIGHTS -SMOOTHIE BREAKFAST -PASTA VERSATILITY -THE MILKLESS MILK -VEG' SALON -SWEET FRIES -CAKE MACHINE -CONVERTIBLE BITE -COMMUTER FARE CAKE MACHINE Introduce production magic to build customer experience PLACE ID P 144 Business priorities LEARNING McDONALD'S • Create an entertaining focus point • Infuse excitement in food • Enthrall young customers • Invent an open factory like an open kitchen
  • 92. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -NEON LIGHTS -SMOOTHIE BREAKFAST -PASTA VERSATILITY -THE MILKLESS MILK -VEG' SALON -SWEET FRIES -CAKE MACHINE -CONVERTIBLE BITE -COMMUTER FARE CONVERTIBLE BITE Explore a new open air stuffing mode PRODUCT ID P 146 red bean rice LEARNING McDONALD'S • Play up reverse stuffing / coating roles • Stimulate desire through content windows • Playground to vary colours and textures • Grab the opportunity to mix and match colour and taste McDonald's new product opportunity
  • 93. F&D trends Business priorities 1-NEW VALUE SYSTEM 2-EDGY PORTABILITY 3-TACTILE HARMONY 4-REPLAY BASICS 5-BREAD PREMIERE 6-I.E.O. OUTSIDERS -NEON LIGHTS -SMOOTHIE BREAKFAST -PASTA VERSATILITY -THE MILKLESS MILK -VEG' SALON -SWEET FRIES -CAKE MACHINE -CONVERTIBLE BITE -COMMUTER FARE COMMUTER FARE Sandwich the main course PRODUCT ID P 148 salad bread cutlet LEARNING McDONALD'S • Tightly boxed to retain product integrity • Resize lunch ergonomics • Ideal fusion between hot food and bread • Shield the culinary pleasures McDonald's new product opportunity
  • 94. F&D trends Business priorities WINS… …CITY RADAR TOKYO
  • 95. F&D trends Business priorities THANK YOU