Austrians love eating within their own four walls - because, as the popular saying goes: At home, it tastes best. However, the weakness of delivery is that when you're at home, even the best food just doesn't taste as great eaten from a cardboard box.

Precisely for this reason, McDishes, the world's first porcelain service by McDonald's, was developed. With Austria's grand, imperial past and Vienna being the heart of European porcelain manufacturing, this was the perfect, Austrian, solution.

In collaboration with Hermann Seiser, the last independent caster of porcelain who learned his trade at the world-famous Viennese Augarten Porcelain Manufactory, 31 exclusive sets were crafted. Originating from the typical, iconic, world-famous packaging, it consisted of a tray, Big Mac packaging, fries box, sauce bowls, coke cup.

Every day for one month, one lucky customer was surprised by receiving his or her delivery in this exclusive, strictly limited porcelain set.

For the production of the porcelain set, the caster, Hermann Seiser, was carefully selected for his experience. It was crucial to perfectly replicate the shape of the iconic packaging-design and ensure a high-quality product. 31 exquisite sets were hand-crafted in 3 months.

The real heart of the promotion was the "delivery surprise month", in which every day for one month, one lucky customer who had placed his/her order via McDelivery, received the delivery in a McDishes porcelain set.

The social media response was almost instant: people started posting about and gushing over their surprise delivery, building buzz and excitement. McDonald's fueled this by targeting Viennese daily newspapers - informing people about the hand-crafted quality and strict limitation to 31 - making McDishes even more popular and coveted. This resulted in a rush on McDelivery, with everyone hoping their order would be the lucky one.

Thousands of inquiries via Email, phone and Social Media messages testified to the tremendous amount of interest in McDishes.

The stylishly cast porcelain of the iconic McDonald's packaging ultimately sparked the interest of the MAK, the Austrian Museum for Applied and Contemporary Art in Vienna. There, the unique porcelain set was included in the exhibition "300 Years of Vienna Porcelain Manufactory" as a significant creation of modern design.

But most importantly: Awareness of McDelivery increased by 70%, quality perception increased by 55% and during the course of the campaign, orders for McDelivery increased by more than 600%. Even after the campaign, this remained stable at 350%.

In 2017, McDonald's overall could achieve positive growth in guest counts (+5,7%) for the first time in 5 years. In terms of sales, it turned out to be the best year ever since the fast food chain launched in Austria 40 years ago.