Challenge
The speed of change in the French fast-food market is dizzying: from new food trends and snacking concepts to increased competition from challenger brands and the impact of steady inflation on consumer spending habits. To pull away from the competition, McDonald’s needed an optimised restaurant experience that would improve traffic and customer flow – and deliver exceptional service to an ever-increasing number of hungry consumers.
Solution
Customer experience is at the heart of everything we do for McDonald’s: the brand’s central promise is to be the most welcoming and most functional fast-food provider on market. This means constant optimisation of retail concepts to improve footfall and maximise service efficiency.
We transformed the restaurants’ layout by prioritising user-friendliness and efficiency, while making sure acoustic and visual comfort was considered throughout the customer journey – all resulting in a more welcoming, functional and family-friendly restaurant environment.
Impact
With the integration of digital – including kiosks, drive-throughs and online ordering – and a redesign of the full customer experience, McDonald’s restaurants continue to attract large numbers of consumers, despite changing consumption habits.
To date, we’ve successfully redesigned and refurbished more than 1,500 restaurants, implemented new concepts and services, and increased revenue by an average of five per cent per restaurant.
