The document summarizes recommendations from student groups at LDS Business College for improving McDonald's Create Your Taste (CYT) pilot program. Key recommendations include adding CYT ice cream and breakfast options, improving kiosk usability, providing more training for employees, and changing store layouts and marketing to better promote the CYT concept. Store managers are also encouraged to attend Hamburger University for leadership training.

1. Matt Young Cheri Wood
Lesly Juber Mark Young
Margie Jacobsen Sue Young
Barbara Schmeitt Katie Young
President Richards & LDSBC Guests
Welcome!

2. Purpose:
To provide LDSBC students with a real-
life, authentic learning experience in
offering input to McDonald's Create Your
Taste (CYT) pilot

7. Agenda:
● CYT in Australia and U.S.
● Local Store Marketing
● Value-added Aspects
● CYT Options
● Four Functions of Management

8. 1.CYT in Australia and U.S.
Spencer Board
Tim Gamble
Timothy Gates
Taylor Lithgow
Tina Mapu
Group 1

9. MACCA’S
“We're incredibly proud to embrace our ‘Australian-only' nickname…What better
way to show Aussies how proud we are to be a part of the Australian community
than change our store signs to the name the community has given us?"
Group 1

10. Aussie Commercial:
Group 1

11. CYT Australia:
“Customisable burgers,
brought to your table by a
waitress on a wooden board,
complete with a wire basket
of fries. No, it’s not your local
hipster burger joint. It’s
Macca’s.” (News.com.au)
Group 1

12. Group 1

13. Group 1

14. Group 1

15. Store
Design
Survey
Group 1
Can you tell
me what
restaurant this
is?
If McDonald’s
looked like this,
would you be
more inclined to
eat there?

16. Survey Quotes:
“You can see the food!”
“It’s more inviting… It looks like home (Italy)!”
“It’s Blue Lemon!”
“Cheesecake Factory!”
“It looks like a cafe…”
“I’m sorry, I don’t know anything about fine
Group 1

17. SWOT(Australia vs. Utah)
Strong Brand
“It’s iconic”
“I’m lovin It”
“Red and yellow”
“Kids first icon recognition”
“Golden Arches”
“The Hamburgler”
Strength
Group 1

18. Weakness
Employee Awareness & Cleanliness
“That (Australian CYT store) actually looks
clean”
“Nasty restrooms and food”
“Dirty play places”
“There is so much trash”
Group 1

19. Opportunity
Utah’s Demographics (Families & Ice Cream)
“I don’t eat meat, but I’d take my kids”
“Kids first icon recognition”
“My kids go like to go for the play place, but I would be more
inclined to eat there”
Group 1

20. Threat
Negative Perception
“The meat grosses me out”
“Intestinal woes”
“Heartburn and feeling sluggish”
“Obesity and diabetes”
“Part of why America is obese”
“GMO laden plastic”
“Supersize Me”
“Fat”
Group 1

21. Group 1

22. Recommendations:
1. Consider CYT ice cream
2. Survey items customers want most on their burgers, then
add or subtract certain ingredients
3. Reinforce CYT training to all current and new employees
4. Survey further on customer perception of CYT competition
5. Look at changing the store layout and decor to focus on
CYT, post pilot
Group 1

23. 2. Local Store Marketing
Whitney Andersen
Joy Christensen
Adam Franco
Tony Gonzales
Xavier Netane
Gerardo Valladares
Group 2

24. How often do you go to McDonalds?
Group 2

25. Have you heard about CYT?
49%49%
51%
Group 2

26. How did you hear about CYT?
Group 2

27. Do you follow McDonalds on social media?
Group 2
No, I do not
follow them on
social media.

28. Have you tried CYT?
7%78%
15%
Group 2

29. Group 2

30. Group 2

31. Group 2

32. Recommendations:
1. Advertise FREE items (like FREE Guac)
2. Implement QR Code “Fast Pass” idea
3. CYT sell, sell, sell!
4. Launch Youtube ads
Group 2

33. 3. Value-Added Aspects
Sara Golding
Paul Goodrich
Christian Hayes
Baylea Jones
Rebekah Mateer
Ian McLean
Diogo Siano
Group 3

34. Which aspects add value?
1. Metal baskets for burgers and fries
2. Table service, pucks or number tents, pick up
3. Pricing
4. Freestyle Coke machines
Group 3

35. CYT Presentation
I was satisfied with the presentation of my CYT meal.
Group 3

36. CYT Meal Quality
I was satisfied with the quality of my CYT meal.
Group 3

37. Table Service and Pucks
Group 3

38. Table Service
I liked having my food brought to my table instead
of having to retrieve it myself.
Group 3

39. CYT Wait Time
I was satisfied with the amount of time I waited for my CYT meal.
Group 3

40. Table Service: Pucks vs. Tents
Pucks PROS Tent Stands PROS
- GPS
- Vibrates
- Reuseable
- Low cost
- Familiar to customers
- Reuseable
Pucks CONS Tent Stands CONS
- Expensive
- Inconsistent use
- Damage easily; will have to be
replaced more frequently
Group 3

41. Freestyle Coke Machines
People love it!!
Group 3

42. Kiosks
Interface could be easier
Make images smaller
Show more options
Navigation could be difficult
Make it more user-friendly
Scrolling can be difficult
Make easier and more noticeable
Perceived lack of assistance
56% of those surveyed were
satisfied with the kiosks
Group 3

43. CYT Pricing
I was satisfied with the price of my CYT.
Group 3

44. CYT Repeat Business
I would order a CYT meal again.
Group 3

45. Survey Comments:
“The kiosk was difficult to navigate.”
“The fry baskets need improvement.”
“I feel like I have a lot less fries.”
“Great food. Decent price. Took a lot of time.”
Group 3

46. Recommendations:
1. Reinforce uniformity in food delivery
2. Reduce scrolling on kiosks. Consider a pie-chart dial
3. Proved concierge service during lunch and dinner
hours at kiosks to promote CYT
4. Sell CYT at cash registers during slow hours
Group 3

47. 4. CYT Options - Breakfast?
Eric Valerio
Ofa Takuvaka
Morgun Phelps
Anna Head
James Farnsworth
Group 4

48. In an average week, how many times do you get breakfast
on the go?
Group 4

49. What is your favorite breakfast menu
item at McDonald’s?
● Over 50% of those we surveyed stated
the Egg McMuffin
● Others answers varied between breakfast
burritos, pancakes, and smoothies
Group 4

50. What amount of time would you be willing to wait in the
lobby for a customized breakfast meal?
Group 4

51. Base price willing to pay for a CYT breakfast sandwich:
Group 4

52. Would you be willing to pay an extra dollar
to add another egg?
Group 4

53. Vegetable Options
Group 4

54. Other Options
Group 4

55. Sauce Options
Group 4

56. Recommendations:
1. Implement a CYT breakfast sandwich option for
lobby customers
2. Use CYT prebuild breakfast options in the
drive-thru lanes
Group 4

57. 5. Four Functions of
Management Heath Andreasen
Carter Maclean
Chase Marshall
Ethan Turner
Jesse Wentworth
Spencer Woodland
Group 5

58. Four Functions of Management
● Leading
● Planning
● Organizing
● Controlling
Group 5

59. Summary
Observed and surveyed 14 employees from
two different stores
Observed lobby customers in five stores
Group 5

60. Observations of Matt’s “Leading”
Worn-out boot:
M B W A
Hamburger U
Group 5

61. Group 5

62. Observations of Matt’s “Leading”
Situational leadership:
S2- Busy lunch hour - “Coaching”
S3- Working with employees - “Supporting”
S4- Gordon and Juan - “Delegating”
Group 5

63. “Multipliers”
A “Multiplier” gets at least two times more from people
around them!”
“Multiplier” Disciplines:
Talent Magnet vs. Empire Builder
Liberator vs. Tyrant
Group 5

64. Observations on Planning,
Organizing, and Controlling:
● Employee “concierge” was a great help
● Getting people to kiosk is the big hurdle
Group 5

65. 24% 5% 15% 13% 5%
Group 5

66. Employee survey questions:
1. Management provided sufficient training on the CYT pilot in order for me
to meet customer needs and requests
2. I understand management's expectations for my role in the CYT pilot
3. I have a positive attitude about the CYT pilot in our restaurant
4. I believe the leadership style of this restaurant’s management is effective
5. Management has shared with me the vision of our business’s future
Group 5

67. Group 5

68. Group 5

69. Group 5

70. Group 5

71. Group 5

72. In your opinion, what is the biggest problem with the
current CYT pilot, and how would you improve it?
“Customer awareness”
“Kiosks are confusing and people generally don’t
know how to use them”
“Scrolling feature of the kiosks”
Group 5

73. If you were the owner of the restaurant, what
would you change?
“Show the food being made in front of customers”
“Make CYT available in the drive thru”
“Share how fresh the food really is”
Group 5

74. Recommendations
:1. Consider Matt “going on the road” to train on CYT
culture and kiosks
2. Reinforce the kiosk concierge across all stores
3. Expand mystery shopping process to include CYT
4. Make sure managers attend Hamburger U
Group 5

75. Thank You!

76. Swot Matrix
Internal/External Factors: Strengths (S)
-Strong brand
-New CEO, new strategies
-Matt Young & his LDSBC team
Weaknesses (W)
-Negative perception
-Unskilled employees & high turnover
-Advertising
Opportunities (O):
-Demographic’s
-Documentary craze
(SO) Strategies
-Advertise CYT next to ice cream
-Advertise to attract families
(WO) Strategies
-Create a Pro-McD’s documentary
Threats (T)
-Competition
-Health conscious
consumers
-Super-Size Me
(ST) Strategies
-New strategy plan
(Domino’s example)
-Use brand as leverage
(WT) Stratetgies
-Create a Pro-McD’s documentary
-Generate plan to improve the morale
of McDonalds employees
-New marketing plan that appeals to
the health-conscious consumer

77. Summary of Recommendations:
1. Consider CYT ice cream
2. Survey items customers want most on their burgers, then add or subtract
ingredients
3. Reinforce CYT training to all current and new employees
4. Survey further on perception of CYT competition
5. Look at changing the store layout and decor to focus on CYT, post pilot
6. Advertise FREE items (like FREE Guac)
7. Implement QR Code “Fast Pass” idea
8. CYT sell, sell, sell at cash registers!

78. Summary of Recommendations (cont.):
10. Reinforce uniformity in CYT food delivery
11. Reduce scrolling on kiosks. Consider a pie-chart dial
12. Proved concierge service at kiosks during busy hours to promote CYT
13. Implement a CYT breakfast sandwich option for lobby customers
14. Use CYT prebuild breakfast options in the drive-thru lanes
15. Consider Matt “going on the road” to train on CYT culture and kiosks
16. Expand mystery shopping process to include CYT
17. Make sure managers attend Hamburger U