2. MAD
MEN

3. MAD MEN
AND
SANTA MARIA
PRESENTS

4. LIVING LIFE TO THE

5. LIVING LIFE TO THE
MARIA LODENBORG CARL WETZENSTEIN GUSTAF GUNÉR KIM STRÖM TOBIAS LUNDQVIST

6. BACKGRO
UND

7. BACKGRO
UND
STARTED BACK IN 1968

8. BACKGRO
UND
STARTED BACK IN 1968
OWNED BY THE BERGFORS FAMILY

9. BACKGRO
UND
STARTED BACK IN 1968
OWNED BY THE BERGFORS FAMILY
79 RESTAURANTS ALL OVER SWEDEN

10. BACKGRO
UND
STARTED BACK IN 1968
OWNED BY THE BERGFORS FAMILY
79 RESTAURANTS ALL OVER SWEDEN
2500 EMPLOYEES

11. BACKGRO
UND
STARTED BACK IN 1968
OWNED BY THE BERGFORS FAMILY
79 RESTAURANTS ALL OVER SWEDEN
2500 EMPLOYEES
MAX´S MISSION, IS TO SELL THE BEST BURGERS

12. OUR ASSIGNMENT

13. OUR ASSIGNMENT
TO IMPROVE THE SERVICE EXPERIENCE
AND INCREASE THE SALES WITH 30 %

14. PRIMARY TARGET GROUP
MEN BETWEEN
18-39
FAMILIES

15. OPINION
ABOUT

16. OPINION
ABOUT
”VERY NICE BURGERS,BUT THE
SERVICE IS WAY TO SLOW”
(MARTIN HÖGBERG, 32)

17. OPINION
ABOUT
”VERY NICE BURGERS,BUT THE
SERVICE IS WAY TO SLOW”
(MARTIN HÖGBERG, 32)

18. OPINION
ABOUT
IT ALWAYS TAKES LIKE 20 MINUTES TO ORDER,
THAT SUCKS”
(MATILDA POSSNER, 21)
”VERY NICE BURGERS,BUT THE
SERVICE IS WAY TO SLOW”
(MARTIN HÖGBERG, 32)

19. OPINION
ABOUT
”VERY NICE BURGERS,BUT THE IT ALWAYS TAKES LIKE 20 MINUTES TO ORDER,
SERVICE IS WAY TO SLOW” THAT SUCKS”
(MARTIN HÖGBERG, 32) (MATILDA POSSNER, 21)

20. OPINION
ABOUT
”THE BEST FAST FOOD RESTAURANT
IN SWEDEN, HARD TO FIND THOUGH”
(GREG BROWN, 30)
”VERY NICE BURGERS,BUT THE IT ALWAYS TAKES LIKE 20 MINUTES TO ORDER,
SERVICE IS WAY TO SLOW” THAT SUCKS”
(MARTIN HÖGBERG, 32) (MATILDA POSSNER, 21)

21. OPINION
ABOUT
”VERY NICE BURGERS,BUT THE IT ALWAYS TAKES LIKE 20 MINUTES TO ORDER, ”THE BEST FAST FOOD RESTAURANT
SERVICE IS WAY TO SLOW” THAT SUCKS” IN SWEDEN, HARD TO FIND THOUGH”
(MARTIN HÖGBERG, 32) (MATILDA POSSNER, 21) (GREG BROWN, 30)

22. OPINION
ABOUT
”THERE’S NEVER ENOUGH PLACES
TO SIT AND EAT”
(ANDERS LAGERSTEDT, 53)
”VERY NICE BURGERS,BUT THE IT ALWAYS TAKES LIKE 20 MINUTES TO ORDER, ”THE BEST FAST FOOD RESTAURANT
SERVICE IS WAY TO SLOW” THAT SUCKS” IN SWEDEN, HARD TO FIND THOUGH”
(MARTIN HÖGBERG, 32) (MATILDA POSSNER, 21) (GREG BROWN, 30)

23. OPINION
ABOUT
”VERY NICE BURGERS,BUT THE IT ALWAYS TAKES LIKE 20 MINUTES TO ORDER, ”THE BEST FAST FOOD RESTAURANT ”THERE’S NEVER ENOUGH PLACES
SERVICE IS WAY TO SLOW” THAT SUCKS” IN SWEDEN, HARD TO FIND THOUGH” TO SIT AND EAT”
(MARTIN HÖGBERG, 32) (MATILDA POSSNER, 21) (GREG BROWN, 30) (ANDERS LAGERSTEDT, 53)

24. INSIGHT
ABOUT
”VERY NICE BURGERS,BUT THE IT ALWAYS TAKES LIKE 20 MINUTES TO ORDER, ”THE BEST FAST FOOD RESTAURANT ”THERE’S NEVER ENOUGH PLACES
SERVICE IS WAY TO SLOW” THAT SUCKS” IN SWEDEN, HARD TO FIND THOUGH” TO SIT AND EAT”
(MARTIN HÖGBERG, 32) (MATILDA POSSNER, 21) (GREG BROWN, 30) (ANDERS LAGERSTEDT, 53)

25. INSIGHT
ABOUT
MAX RESTAURANTS ARE QUITE SMALL IN SIZES COMPARED
WITH THE COMPEDITORS
”VERY NICE BURGERS,BUT THE IT ALWAYS TAKES LIKE 20 MINUTES TO ORDER, ”THE BEST FAST FOOD RESTAURANT ”THERE’S NEVER ENOUGH PLACES
SERVICE IS WAY TO SLOW” THAT SUCKS” IN SWEDEN, HARD TO FIND THOUGH” TO SIT AND EAT”
(MARTIN HÖGBERG, 32) (MATILDA POSSNER, 21) (GREG BROWN, 30) (ANDERS LAGERSTEDT, 53)

26. INSIGHT
ABOUT
MAX RESTAURANTS ARE QUITE SMALL IN SIZES COMPARED
WITH THE COMPEDITORS
THE LONG QUEUES AND THE LONG WAIT ARE THE
MAIN REASON TO WHY PEOPLE CHOOSE OTHER
PLACES
”VERY NICE BURGERS,BUT THE IT ALWAYS TAKES LIKE 20 MINUTES TO ORDER, ”THE BEST FAST FOOD RESTAURANT ”THERE’S NEVER ENOUGH PLACES
SERVICE IS WAY TO SLOW” THAT SUCKS” IN SWEDEN, HARD TO FIND THOUGH” TO SIT AND EAT”
(MARTIN HÖGBERG, 32) (MATILDA POSSNER, 21) (GREG BROWN, 30) (ANDERS LAGERSTEDT, 53)

27. MAX’S TODAY
CAMPAIGN / LOCATOR APP
EXPRESS ORDER MACHINES

28. SERVICE
TODAY

30. THE SOLUTION IS...

33. GPS LOCATOR TO RESTAURANT

34. GPS LOCATOR TO RESTAURANT
BROWSE THRU MENU

35. GPS LOCATOR TO RESTAURANT
BROWSE THRU MENU
CHOOSE YOUR SIDE ORDER

36. GPS LOCATOR TO RESTAURANT
BROWSE THRU MENU
CHOOSE YOUR SIDE ORDER
CHOOSE DIFFERENT BEVERAGE

37. GPS LOCATOR TO RESTAURANT
BROWSE THRU MENU
CHOOSE YOUR SIDE ORDER
CHOOSE DIFFERENT BEVERAGE
CHOOSE DIFFERENT DIPS

38. GPS LOCATOR TO RESTAURANT
BROWSE THRU MENU
CHOOSE YOUR SIDE ORDER
CHOOSE DIFFERENT BEVERAGE
CHOOSE DIFFERENT DIPS
SUBMIT YOUR ORDER

39. GPS LOCATOR TO RESTAURANT
BROWSE THRU MENU
CHOOSE YOUR SIDE ORDER
CHOOSE DIFFERENT BEVERAGE
CHOOSE DIFFERENT DIPS
SUBMIT YOUR ORDER
DINNER SERVED

40. BENEFITS: PEOPLE ON THE GO

41. BENEFITS: PEOPLE ON THE GO
SPEED. ORDER WHILE YOU HEAD FOR THE
RESTAURANT AND JUST PICK UP YOUR FOOD

42. BENEFITS: PEOPLE ON THE GO
SPEED. ORDER WHILE YOU HEAD FOR THE
RESTAURANT AND JUST PICK UP YOUR FOOD
SET YOUR OWN TIME FOR PICK-UP

43. BENEFITS: PEOPLE ON THE GO
SPEED. ORDER WHILE YOU HEAD FOR THE
RESTAURANT AND JUST PICK UP YOUR FOOD
SET YOUR OWN TIME FOR PICK-UP
NO QUEING. AT ALL!

44. BENEFITS: THE FAMILY IN THE
CAR

45. BENEFITS: THE FAMILY IN THE
CAR
FREE NAVIGATOR

46. BENEFITS: THE FAMILY IN THE
CAR
FREE NAVIGATOR
TELLS YOU WHEN YOU COME CLOSER TO A MAX
RESTAURANT

47. BENEFITS: THE FAMILY IN THE
CAR
FREE NAVIGATOR
TELLS YOU WHEN YOU COME CLOSER TO A MAX
RESTAURANT
EASY ORDER

48. BENEFITS: THE FAMILY IN THE
CAR
FREE NAVIGATOR
TELLS YOU WHEN YOU COME CLOSER TO A MAX
RESTAURANT
EASY ORDER
NO MORE DISCUSSION AT THE COUNTER

49. COMPETITORS

50. COMPETITORS
1. SIBYLLA - HAS APP

51. COMPETITORS
1. SIBYLLA - HAS APP
INCLUDES: MENU, LOCATOR

52. COMPETITORS
1. SIBYLLA - HAS APP
INCLUDES: MENU, LOCATOR
2. BURGER KING - NO APP
IN SWEDEN

53. COMPETITORS
1. SIBYLLA - HAS APP
INCLUDES: MENU, LOCATOR
2. BURGER KING - NO APP
IN SWEDEN
3. MC DONALDS - HAS APP

54. COMPETITORS
1. SIBYLLA - HAS APP
INCLUDES: MENU, LOCATOR
2. BURGER KING - NO APP
IN SWEDEN
3. MC DONALDS - HAS APP
INCLUDES: LOCATOR

55. COMPETITORS
1. SIBYLLA - HAS APP
INCLUDES: MENU, LOCATOR
2. BURGER KING - NO APP
IN SWEDEN
3. MC DONALDS - HAS APP
INCLUDES: LOCATOR
4. SUBWAY - NO APP IN
SWEDEN

56. COMPETITORS
1. SIBYLLA - HAS APP
INCLUDES: MENU, LOCATOR
2. BURGER KING - NO APP
IN SWEDEN
3. MC DONALDS - HAS APP
INCLUDES: LOCATOR
4. SUBWAY - NO APP IN
SWEDEN
5. FRASSES - NO APP IN
SWEDEN

57. COMPETITORS
1. SIBYLLA - HAS APP
INCLUDES: MENU, LOCATOR
2. BURGER KING - NO APP
IN SWEDEN
3. MC DONALDS - HAS APP
INCLUDES: LOCATOR
4. SUBWAY - NO APP IN
SWEDEN
5. FRASSES - NO APP IN
SWEDEN
THE OTHER RESTAURANTS HAVE UNOFFICIAL LOCATOR APPS,
CREATED BY THIRD PARTY DEVELOPERS, THAT CAN BE
DOWNLOADED FROM THE APP STORES.

58. NUMBER CRUNCHING

59. NUMBER CRUNCHING
25% OF SWEDEN´S POPULATION OWNS A
SMARTPHONE 1,75 MILLIONS

60. NUMBER CRUNCHING
25% OF SWEDEN´S POPULATION OWNS A
SMARTPHONE 1,75 MILLIONS
LARGEST GROUP 25-34 YRS

61. GOALS
POSITIONING MAX BY LEADING THE WAY FOR NEW SERVICES
EFFICIENCY, CUTTING COSTS FOR MAX IN THE LONG RUN
INCREASING THE ”NEW” AND EXISTING CUSTOMERS VISITS BY
30%

63. OVER AND