MCDONALD'S INDIA CLIENT STORY

How do you help teams adapt to changing customer expectations?

Working with the team is a delight. The entire experience was a great learning process with quantifiable business outcomes and ROI. I would strongly recommend the team

SAURABH KALRA

Senior Director Business Operations & Strategy, McDonald's India

THE CHALLENGE

How do you stay relevant to 46m customers?

India is a challenging market—even for a business with the brand equity of McDonalds. High price sensitivity, seemingly endless choice, rapid innovation and changing attitudes make for a difficult place to drive growth. So in the face of such fierce competition, how do you ensure customers choose you?

THE APPROACH

Re-imagining the guest experience.

We used Momentum, our approach to partnered projects, to help the McDonald's India team design in-store nudges to shape customer behaviour and future visit intent.

THE PROCESS

Zooming in on the moments that matter.

We kicked off with SKU-level analysis of sales performance and product-level promotional strategy defined to identify target behaviours
We used in-depth regression analysis to identify the factors predicting
visit frequency
We launched customer observation and in-store ethnography studies to identify opportunities to reduce customer effort in-store
We designed interventions to shape both behaviour and customer memory
Our work culminated in a pilot study of design and measurement across
50 stores
We topped off the project with C-Suite training on applied behavioural science to enable to the team to deliver their own behavioural design projects in the future