The client wanted us to bring McDonald’s brand promise – simple, easy enjoyment– to life beyond the efficient operations they are famous for. We worked with the client to identify opportunities to fully realise McDonald’s brand promise from the moment our guests walked into the door. The first tangible and meaningful contact with the brand occurs at the time of order.

• Simplify and reduce clutter/confusion during the ordering process.• Harmonise front counter with dining room décor packages.

• Design architectural homes for merchandising along the customer purchase path.• Increase brand quality perception through easier menu navigation.

The insight that drove our approach to SEEQ is rooted in a basic human understanding about how people experience restaurants – they eat with their eyes, first. Our strategy was to build brand quality perception at the point of order by focusing on the “simple and easy” of our brand promise, and realising the “enjoyment” through the food – how it was photographed; how we talked about it and where; how we chose to highlight its preparation in the most meaningful way for customers; and how we screened confusing or cluttered views.

Nearly all consumers surveyed (88-93%) in our pre and post research stated that the new restaurant design shows McDonald’s changing to keep up with the times.The overall SEEQ interior is giving McDonald’s the appearance of a higher quality restaurant, with 85% of consumers surveyed reporting that SEEQ restaurants were of higher quality than other McDonald’s they had visited. This improvement was seen in consumers’ perceptions of food quality as well, with a roughly 5% average increase in positive responses to “McDonald’s cares about the quality of their food.”Anecdotally, owner/operators report marked increase in sales of premium products.