CHALLENGE
McDonald's know people in general are comfortable with ordering food services via their phones. However they are just not sure how to make it compelling to their target audience.
Ideas based of core audience
To define 3 main pain points I created a persona and created how-might-we questions around this person to satisfy his behaviour.
HOW MIGHT WE...
PAIN POINT #1
... create a delivery option for parents and the whole family, that takes away the guilt for not cooking from scratch, and keeps kids entertained.
Kid Pleasers
PAIN POINT #2
... make sure, the delivery fee doesn't "hurt" the customer.
Kid Pleasers
PAIN POINT #3
... find a way to serve the food in great quality, even the delivery takes 30 minutes or longer.
General Customer
#1 - My Maccas at home
With every family order at home, the customer can play & win with scratchies. This is a delivery game only.
The meals come with scratchies that has instant wins and bigger top wins.
Top win will be toy equipment from McDonald’s kitchen.
With every family pack you order, you will also receive 2 toys. Like the happy meal, but you receive McDonalds products to build your own restaurant at home.
Instant wins are burgers, ice cream, fries, or milkshakes. To enjoy the instant win, you must EAT IN at any McDonald’s restaurant.
#2 - MyHappyDay Now every day
Instead of only 1 day in November, I invent the McHappy Day - Now every day!
The user will pay his normal delivery fee. But every 3rd delivery fee he pays, goes to charity. So, the customer helps someone in need. This gives him a good feeling and makes him proud.
Also, in AU donations over $2 to registered charities are tax deductible. So, the customer can collect his delivery fees and claim it by the end of the financial year.
#3 - The new burger wrap
McDonald’s says goodbye to the bulky cardboard boxes for their burger’s delivery and brings back the paper wrap.
The burger and fries for delivery, will get wrapped in paper.
It will hold the burger better in shape and keeps the food longer warm and fresh.
It generates also less packaging waste at home.
Every meal or burger will be delivered in the McDelivery Bag, a takeaway bag, that keeps the meal warm, fresh and the burger in shape.