Choose any of the ideas but pay a royalty if implemented @ 50 %. This was a presentation I have worked on independently with easy to execute ideas that will work for any such QSR brands. All the suggestions are most welcome

1. EXPLORING
McDonald’s EXPERIENCE

2. The real challenge in building
your brand is building the
level of engagement and
delivery of your team
Article by Martin Zwilling
Key Learnings from Experts on Engagement and Experience
1. It's The Little Things
2. Giving Is Better Than Receiving
Arvind RP at Lets talk CX:
- Consumers engagement with real
time personalization is invaluable for
brands
- It drives retention and frequency
- And can help up-sale and cross sale
- It will be great if it can be offline and
online
Helps in
• Remaining relevant and ahead of
competition .
• Test and learn
• Consumer led than marketing lead
& Engagement should be sustainable

3. MENU
Understanding the WORLD OF
McDonald’s
- Consumers
- Service/Staff
- Ambience
- Food
Key observations
- Unique strengths
& experiences
Strengthening relevance &
being meaningful
McDonald’s Take Away
- At store
- In home
STRENGTHEN BRAND McDonald’s ASSOCIATION WITH FAMILIES / FRIENDS

4. CONSUMER
SPEAK
Consumers love the McDonald’s experience : Food, Pleasing staff, Crowd …

5. CONSUMER
SPEAK
… Kid’s Enjoyment and Ambience

6. WORD
CLOUT
McDonald’s deliver across all the key pillars on “TANGIABLE” experiences
FOOD AMBIENCE SERVICE EXPERIENCE
Love
Tangy
Spicy
Reasonable
Offers
TOYS
Quick bytes
Burgers &
Fries
Alootikki
New Combos
Nice
Playarea
Hygienic
Amplespace
Clean
Decent
Pleasing
Quick
Helpful
Eager
Smiling
Encouraging
Friendly
Surprise
Enjoy
hangout
Balloons
Happy
Kids
Favorite
Love it
Happening
Good crowd

7. POSITION
MAPPING
& is currently perceived as a hangout place that best serve the families
Tasty Food Great Experience
Family / Friends
Me / Professional
White
SpaceKhau
galli

8. But there is more to it
(Interviewed 8 families and the staff)

9. CONSUMER
SPEAK
Its about Relaxed & Open conversations with the “US” time
We talk about her . Trust food quality
Visit every wk. Get time to talk to my daughter
in relaxed, fun atmosphere of McD. She is little
reserved. Has very few friends but tells me
everything. We share a lot over McD food.
And most important is I am assured of food
getting made in hygienic conditions so prefer
this over local joints
Mrs.Sampada - 38 years , Son - 8 years
Maharashtrian housewife
Mrs. Roshni - 42 years , Daughter - 11 years
North Indian. Runs her business
Mr. Rahul - 42 years , Daughter – 3 years
South Indian.
Not just food but its One on One with
my kid
Visited outlet after shopping. My Son is
fussy. Come here at-least once
fortnightly so I can talk to him so he
behaves. He loves burger and fries.
Along with food , my kid enjoys
balloons .
Talk about happy things & it lifts mood
My daughter is small but she loves fries a
lot. I get to spend good time with my
wife while kid enjoys her fries. There is
something about this burger that’s not
there in the burger king’s burger.

10. CONSUMER
SPEAK
& the Stories / Memories that gets created

11. STAFF
SPEAK
With staff ensuring that they are the perfect catalyst
- We don’t interrupt
consumers unless
required
- If it gets overcrowded ,
then we use party area
- Kids enjoy balloons, McD statue and toys . They play outside
- Most bought item is Burger and French fries
- New introduction such as McCafé coolers & Mango smoothie are also doing good.
- Breakfast has relatively less appeal. Muffins , coffee and Hot cake are the most
preferred item.
- Self driven activities : We give free Maharaja mc bun cake or slice cake if someone
hasn’t got their cake for Free.
Google
image
Female Employee Willy , working with McD from 2008. Worked across 4 different outlets.
Takes pride in McD having consistency across
Feedback on
Families, Menu &
Self Innovations
done

12. Non Intrusive
Staff doesn’t interfere even if the
food is over
Sharing
Unlike other restaurants, consumers
prefer sharing food with family / friends
Happy Conversations
- Consumers prefer not to use Mobiles but focus on talks
- Prefer spending more & quality “US” time with each other
Time spent @ McDonald’s
• Lovely food
• Pleasing
service
• Great
Ambience
•
• Openness
• Conversations
• Bonding
• Memories
• Celebration
Tangible To
Intangible
FACILITATE
WHITE
SPACE
McDonald’s is uniquely positioned to become the brand that engages & elevates the
experience

13. ME Family
THE CORE
IDEA
To create “Everyday Beautiful Moments / Loving Memories / Stories”
At the outlets / In home
Create Everyday
“Loving” Memories

14. Campaign
1
I am loving it, Son/Mom/Papa/Friend

15. Campaign 1 Create memories by triggering “EMOTIONS”
Execution
thought
Personalized
Messages
Trigger EMOTIONAL conversations through
personalized messages & make families express , bond & share happiness
(Drive advocacy and WOOP. Make passive consumers express and bring in work of mouth )
Pre- Written
- Thanks you Papa / Son for all your hard work
- You are the best wife / Husband / Son / Daughter
- Sorry
- Congratulations
- Best of luck
- Will Miss You
Further Personalization (Can use millennials lingo)
- Rahul , d best dancer
- U w ’l b papa on 10th Dec
Drive engagement
through real time
personalization

16. Campaign using McDonald’s best asset , its delicious Food
I am proud of
you and really
happy that you
got 60% marks.
I know how
much hard work
you have put in
To be self written
Thanks you card :
Place inside the
pack
Stickers on
Shakes :
You are Coolest &
Sweetest
Idea Execution :
On ground / At Store
Message on
Coffee :
Have a best Day
Stamping on Burger
/ Naan:
Miss you / Thank U
you / U R Best
1

17. Campaign1
Idea execution :
ATL
Communicated with High on Emotion messaging
Other situations : Mom teaching son to cook but the experiment goes wrong / Girl defending the boy against bullying
Kid after getting out early in Cricket : Papa sorry , I got out and we lost the finals
Papa : Chal
Kid : Kahan
Papa takes the kid to McD.
Papa bring a thank you burger (Card inside) and Mango shake stickered “You are the best”
Kid looks at it and looks very surprised .
Kid : Why thank you, Papa ? I lost.
Papa : You know I always used to get out in first 5 balls . But you ensured your team reached the finals so “thank
you” and I am sure you will win the cup next time as “You are the best”
Kid : Yes I will win the cup next time . Thank you papa , I am loving it
Dad to Mom & Daughter : I need to go on a tour for 4 days for an important meeting
Mom & Daughter look at each other with Sad Expression
Cut to McD
Mom brings Burger with “Miss u” card and “Waiting for u” stickered shake and says : We will miss you . Daughter
turns the shake towards dad which has message written on it -> Waiting for you
Husband too makes sad expression , takes a byte and immediately changes his expression to Smile . Calls his Team
and says : Team, Will do the meeting over a video call
Mom & Daughter smile and say : I am loving it , Papa

18. Campaign 1
Idea execution :
Other avenues
Precision targeting & Activation through various
digital avenues
Organic reach : Requesting consumers to post on their
social handles
Search : Activation on “ How to say….” on google search
(Search result gives : Go to McD and say it over a burger)
Occasion led (e.g. Result time ): -
- Targeting families with Thank you
message
Event Amplification : How McD “Made the day
memorable for family” activation
Staff is the most important element for
efficient execution
Creating consumer delight :
- To ask consumers if they want to celebrate
something and help them ensuring positive
experience.
- Further message personalization with alphabet
stickers
- Staff to give Balloons with Kids Name Written on
it
Creating staff delight : Feedback cards to be kept
on the table for customers to appreciate someone’s
service
& accentuating it further through other avenues
Service/ Staff
@ McD Digital
R E E N A
Happy box machine : Send surprise messages
to friends / Family

19. Campaign 2
Sharing Happiness
Me
Fun
Friend Friend
GFBF
Mom
Boss Junior
Secrete
Gossip
Success
Happiness
Love
Fries
Mcpuff
Burger
Shakes
Naan

20. Campaign 2
+ Business
Impact
On Ground
Execution
Create Memories by Sharing Happiness
Execution
thought
Unlike other restaurants, consumers share food at McDonald’s.
Facilitate it and encourage consumers to share
“Food / Secret / Gossip / Fun / Love / Good-news” @ McDonald’s
Offer cut burger with message
on the box “Sharing
Happiness”
Two straws / Extra
milkshake glass
with message
“Sharing sweetness”
Sharing Fun
Fries box with two
compartments
- Increases affordability & footfalls
- Make consumers give additional order as they spend time without food (Post first order)

21. Campaign 2 Amplified with interesting , funny yet relevant commercials
Idea execution :
ATL
Other situations :
- Wife telling Husband that she had invested money without informing him and now (Pause) it has
got doubled.
- Son telling his preference of becoming a chef (as he loves food made by Her) instead of a Doctor
Dad and Son (15 years old ) at McD. Son is in his school uniform & looks little tensed
Papa with concerned look : Rishi, is everything alright ?
Pushes Cut burger and Fries in front of him and asks : Do you want to share ?
Son Looks little unsure of talking and is fidgeting around
Rishi : Takes a byte and says -> Umm , I am little scared papa
Papa’s Expression now really becomes concerned
Rishi : One girl in my class (Pause) , Papa now raises eyebrows
Rishi : Gave me this and shows him a chit . Message on the chit “ I really like you rishi , you are so sweet”
Papa now relieved completely, smiles mischievously but controls it : Ohhh, I think you need to share a sweet shake
with her
Rishi looks puzzled and now released that Papa is pulling his legs : Papppa
Papa : I am loving it

22. Campaign 2
Idea execution :
Other avenues
Precision targeting & Activation through various
digital avenues
Targeted Messaging :
- March appraisal time : Share Promotion good
news with family at McD
- Share your wish / Secret for World Cup
Use of McDonald’s app for sharing: -
Take pic and post it on social site with photo tags
such as “Shared fun / Happiness / Love”
Make people share fun with use of Preloaded
content on fixed Tablet devises:
Install Tablets with exciting content
- Trivia
- Jokes
- Inspirational stories
- Kids stories
(Can also monetizes this asset for
advertisers)
& accentuating it further through other avenues
Service/ Staff @
Mcd
Digital
Associate it with credible cause and drive WOOP. Birthday celebration wherein McD can partner with an
NGO and facilitate donations/ food for a cause. Consumers will organically appreciate this on their
social sites / MCd can amplify this on social sites

23. Campaign 3 :
You are my “Mc-Burger”
Dad
Mom Cool Shake
Maharaja Mac
Family Happy meal

24. Campaign 3 Engage consumers and strengthen the bond
Execution
thought
Within families , people often call each with food names – Laddu, Jilebi
McDonald to facilitate it by personification of its food items and also give take home
“Happy card” (Increase recall value @ Home / Out of store)
Indigo Stories

25. Campaign 3 With “Happy Cards”
Take home “Happy Card”
cards to be given basis
food order
Our McBurger is
- Happy & makes
people around him
happy
- Colorful person
- Loves to travel
My ………………. is
like a McBurger
Color it
Our Mango shake is
- Sweet to people
- Loves to mix with
everyone
- Cool
My ………....is like a
Mango shake
Color it
Idea execution :
On ground I & ….. GO
…..
Mom
Brother
“ Happy Card”
- Brother &
Sister
- Besties
- Couple
Husband &
Wife “ Happy
Card”

26. Campaign 3
Service / Staff
ATL
- Give stickers with “ ……. are my Mcburger” messages
- Give merchandising to College Kids (T Shirts , Bands )
Script Plot :
- Dad and Daughter @ McD. Girls start describing Mc-shake as so cool, sweet... .
Dad remembers her mom & starts crying (She is at work). Girl gives him Mc-Shake “Happy Card”
Amplification through other avenues
Digital
- Announcing “McHappy Family” every month on social handles
- Tie up with Hike / other messengers apps to include “ You are my Mcshake” messages
AR for personification and kids can play with it on the app

27. For People/
Consumers
The real challenge in building your
brand is building the level of
engagement and delivery of your
team Article by Martin Zwilling in
For the brand
& to Deliver
High on Engagement experience
“Memorable Happiness / Good times”
1.It's The Little Things
2. Giving Is Better Than Receiving

28. Thank You