25 min

McDonald's versus Coronavirus The Total Experience Podcast

    • Marketing

In this episode:

The scale of the McDonald's business

- A dynamic and complex business
- Product and experience
- Diversity of touchpoints
- Geographical diversity
- Menu diversity
- Segment diversity
- Guest counts and sales
- Speed of the feedback loop
- DDB and McDonald's

From advertising to strategic planning and tactical activation
- Market to market activation
- Digital transformation
- Focus on convenience - experience, accuracy and efficiency
- Optimising process in a process driven company
- Changing consumer tastes and experience
- Artificial intelligence
- Creating interconnected, intelligent touchpoints
- Preference and transactional data
- Loyalty and longitudinal data
- Data driven marketing, analytics and experience design
- Creating a coherent brand experience


Maximising the interaction

- The balance between delivering the most value for customer and business
- Short term (activation) vs long term drivers (brand)
- Constantly adapting to circumstance - a very responsive business


McDonald's and the Coronavirus crisis

- Restaurant closures
- Cautious reopening
- Focus on crew
- The perils of getting it wrong
- A return to the foundational elements of the business
- People needing the basics more than ever - Quality, Service, Cleanliness
- The 'bubble of happy'
- Producing 40 million Big Macs all the same
- Switch to drive thru, changes to menu, delivery changes, dark kitchens
- The benefits of being a 'known quantity'


Creating intergenerational connections

- Happy Meals and birthday parties
- No longer a family mealtime
- Screen distractions
- Matching the brand with the next generation


Innovation and brand experience

- Entrepreneurship vs innovation
- Bazaars vs cathedrals
- The difficulties of tech mediated brand experience
- A gap that needs closing
- Giving franchisees and restaurant managers the capacity

In this episode:

The scale of the McDonald's business

- A dynamic and complex business
- Product and experience
- Diversity of touchpoints
- Geographical diversity
- Menu diversity
- Segment diversity
- Guest counts and sales
- Speed of the feedback loop
- DDB and McDonald's

From advertising to strategic planning and tactical activation
- Market to market activation
- Digital transformation
- Focus on convenience - experience, accuracy and efficiency
- Optimising process in a process driven company
- Changing consumer tastes and experience
- Artificial intelligence
- Creating interconnected, intelligent touchpoints
- Preference and transactional data
- Loyalty and longitudinal data
- Data driven marketing, analytics and experience design
- Creating a coherent brand experience


Maximising the interaction

- The balance between delivering the most value for customer and business
- Short term (activation) vs long term drivers (brand)
- Constantly adapting to circumstance - a very responsive business


McDonald's and the Coronavirus crisis

- Restaurant closures
- Cautious reopening
- Focus on crew
- The perils of getting it wrong
- A return to the foundational elements of the business
- People needing the basics more than ever - Quality, Service, Cleanliness
- The 'bubble of happy'
- Producing 40 million Big Macs all the same
- Switch to drive thru, changes to menu, delivery changes, dark kitchens
- The benefits of being a 'known quantity'


Creating intergenerational connections

- Happy Meals and birthday parties
- No longer a family mealtime
- Screen distractions
- Matching the brand with the next generation


Innovation and brand experience

- Entrepreneurship vs innovation
- Bazaars vs cathedrals
- The difficulties of tech mediated brand experience
- A gap that needs closing
- Giving franchisees and restaurant managers the capacity

25 min