Transformed McDonald's print-based menus to digital, nationwide.
We were tasked with defining the future of how customers order food at McDonald's Restaurants. Objectives were to improve presentation, enhance food quality and give a strong spotlight to limited time offerings.
Transformed McDonald's print-based menus to digital, nationwide.
We were tasked with defining the future of how customers order food at McDonald's Restaurants. Objectives were to improve presentation, enhance food quality and give a strong spotlight to limited time offerings.
Agency
CDM
Role
Art Direction, Motion Design
Date
December 2014
Food-centric design with appetizing photography
What was once cluttered with text is now food-centric, featuring large, appetizing photography. When the approach was tested at few locations, McDonald’s were pleased to see positive results and implemented a national rollout of the new menu board design. This success led to additional McDonald’s menu board projects, including creating theme designs for different sales promotions. Feedback from owners has been extremely positive.
Marketing Content
Marketing through animated overlays and interrupts over the McDonald's menuboard.
Animated ads would appear in a few ways. One would be to interrupt the display with an 8 second animation about a campaign or a limited time item, another would be a fly-over which would only appear on parts of the menu as to not totally disrupt the display. The methods delivered high impact presentation of food quality or exciting offers and messages a static menu board cannot deliver.
SUMMER THEME WITH PROMOTION
Great Canadian Taste Adventure Promotion
The main theme is used in the summer time to compliment the food best.
The theme is to be light and fresh and have great food appeal. All the food needs to look grounded and naturally formed. Extra mess like crumbs and ingredients are strewed about help increase appetite and food appeal.
DARK THEME
Menu Theme - Fall 2014
Frequent changes to the menus “environment” peaks visual interest.
This theme came out during the fall season into the holidays. We introduced an inverse the theme, coming from the summer light theme, using warmer colour hues creates a more comforting environment. Burnt wood, slate grey were some textures used to enhance the visual experience.
SUMMER THEME
Summer Kitchen
This light and airy theme is was used in the 2014 summer season.
The theme is to be light and fresh and have great food appeal. All the food needs to look grounded and naturally formed. Extra mess like crumbs and ingredients are strewed about help increase appetite and food appeal.
DARK THEME WITH PROMOTION
Monopoly Promotion
We leveraged the dark theme and integrated the Monopoly elements into it.
We applied the Monopoly game pieces into the theme. We were able to get data from each store if the sticker for that item was sold out we could show it on the board in real time. Additionally we could show how winners were at each store. We made a unique screen that would rotate in showing the number of winners at that store with a congratulatory message. Having live and response menu boards give the customer an experienced unparalleled by conventional menu boards.
