Convince McDonald’s Franchise owners to spend millions on upgrading their McDonalds restaurants
Brief:
Promote the McDONALD’s APMEA Design & Development Centre (ADDC) system-leading work on architecture, interior design and service enhancement to global management in the US and to stakeholders across the region, from country managers to regional partners and local franchisees.
Promote the McDONALD’s APMEA Design & Development Centre (ADDC) system-leading work on architecture, interior design and service enhancement to global management in the US and to stakeholders across the region, from country managers to regional partners and local franchisees.
Challenge:
The ADDC needed to:
• Evangelise the value of good design to decision-makers who were constantly evaluating the additional materials and construction costs.
• Ensure that country development teams across the region had access to clear and relevant design guides - and actually used them.
Two streams of material. The ADDC needed to:
• Evangelise the value of good design to decision-makers who were constantly evaluating the additional materials and construction costs.
• Ensure that country development teams across the region had access to clear and relevant design guides - and actually used them.
Heart first: We developed a series of glossy magazines that used fantastic photography, illustration and graphic design to showcase the ADDC’s work. We took a vibrant approach to editorial, developing a rich mix of insights into business strategy, key success factors, case studies and interviews, as well as snackable supplier profiles and personnel snapshots.
Head first: We developed a parallel stream of design guides. To increase uptake and use across the 30 countries in the region we edited ruthlessly to simplify and streamline the content. We also included an introduction to the brand and business strategy. This provided context for the mid-level managers using the guides, and helped them see the importance of their role in the plan.