McReservation – McDonald's first ever table booking service

-World premiere for table bookings at McDonald's.

-Book a table for you and your friends via a tailored digital interface.

-Try Maestro Classic during a two-course meal at McDonald's, prepared and served by staff turned chefs, waiters and maitre d's.

IMPLEMENTATION

1. Secure franchise restaurants to offer tables.

2. Collaborate exclusively with Bookatable, Europe's largest/most premium online reservation service. Create customized interface on their website. Put McDonald's on list of gourmet restaurants.

3. Create simple restaurant assets: Reservation sign, menu, table cover, restaurant staff instructions/manuscripts. Create/activate PR-assets: Invitations, press releases (Swedish/English), press/social media images, news letters, press room material. Hashtag: #bordpådonken

4. Serve two-course meal to guests – Maestro Classic with potato dippers/beverage, and dessert with coffee/tea. Surprise! The dinner is on the house.

TIMELINE

-Campaign live two weeks – Sept. 14th-Oct. 2nd 2015 (Visits from 22nd Sept).

-Tastemakers invited a week before bookings opened. PR-material/social media activated on booking opening day.

-Realtime management in media/social media throughout campaign period.

PLACEMENT

Activation via:

-Bookatable cwebsite (customized/exclusive digital interface), newsletter and social media.

-McDonald's social media/press room/website.

-Invitations/tip-off mails

-Restaurants

SCALE

31 restaurants in 27 cities offered table bookings. 2-8 seats available/evening.

Analysis:Whispr Group

AWARENESS

-Local campaign became global news within 24hrs (27 countries).

-Global reach: 263,000,000 (223 articles in traditional local/foodie/elite/lifestyle-media/dailies.) PR-value: 53M SEK (=€5,8M).

-#bordpadonken successful/734K social media reach.

-McDonald's dominated fast food segment in September (80% share-of-voice) and recieved double the media coverage in September vs. August.

CONSIDERATION

-100% positive/neutral coverage on McReservation/Maestro Classic.

-Star-reviews from largest burger blogs.

-Guests brought wine glasses/opera music/wore suits. Staff set tables with own decorations: Porcelein/candles/flowers!

-McReservation/Maestro Classic described as: "super staff!"/"revolution"/"fine dining"/"classy"/"best burger I've eaten"/"new favourite".

-+90% positive/neutral social media/media-discussions on McDonald's food quality during September.

BUSINESS RESULTS

-A top product launch campaign throughout Swedish McDonald's history.

-Maestro Classic a top-selling burger of 2015.

-255 bookings (Goal: 100 bookings).

-Most successful company collaboration for Bookatable ever.

-Ranked best local marketing by staff/franchisees. More restaurants added service during campaign/wanted extended campaign.

-McReservation reactivated for next major gourmet burger launch with 60 restaurants.