McDonald’s
Transforming the McDonald’s Customer Experience Through Human Insight.
A human-centered customer experience transformation that improved efficiency, enhanced brand perception, and drove higher profits and sales.
Innovate the Experience.
McDonald’s is the world’s largest restaurant chain, serving over 69 million customers daily in over 100 countries across 37,000 locations. Traditionally a leader in the industry, the iconic brand has faced challenges from new competition, including fast-casual restaurants and non-traditional market players like convenience stores, gas stations, and specialty coffee shops, eroding its market share. Sales had experienced a prolonged slump, with once-loyal customers seeking alternatives.
McDonald’s needed to reinvent itself to remain relevant and meet changing customer expectations. They engaged THRIVE to help understand the current state of the customer journey, define a global point of view to guide their Experience of the Future (EOTF) transformation and identify new opportunities for ongoing innovation in its customer experience.
Get to Know People, Not Just Markets.
McDonald’s recognized that to stay relevant to the people who matter most — its customers — it must create compelling experiences rooted in their motivations and passions. The company was entrenched in a traditional operational mindset, prioritizing the broadcasting of offerings over a genuine understanding of customer needs.
McDonald’s partnered with THRIVE to elevate the customer experience and transform its experience strategy. They set out to engage deeply with their guests’ daily realities, uncovering what drives them and how their priorities are shifting. This commitment to understanding and connecting with customers as multi-dimensional individuals was essential for McDonald’s to evolve and lead in the marketplace.
