Omnichannel Restaurant Solution
McDonald’s is the world’s largest restaurant chain, with over 38,000 locations in 10 countries around the globe, serving 68 million customers each day. Over a four-year engagement, GlobalLogic's strategic design arm, Method, partnered with McDonald’s to envision a new experience for every customer—an enhanced offering that is globally connected, locally relevant, and always convenient—grounded in an omni-channel experience.
We defined the customer journey and the role of various channels at each touch point. This was supported by experience principles that crystallized how the iconic brand would express itself in a digital context. A global digital design system ensured a consistent and coherent experience across all touch points. A robust research process involving rapid iteration and prototyping in controlled and real world environments enabled teams to observe, understand, and better serve customer behaviors. We helped McDonald’s design and deliver operational service enhancements in front and behind the counter. Our work has manifested across the global ecosystem in all digital touchpoints that a customer might encounter.
Method established a series of frameworks to guide thinking and decision making on the digital ambition. These frameworks helped executives, product owners, and design teams with internal alignment around:
By establishing the customer as a core ingredient of the research process, we leveraged iteration and rapid prototyping in controlled environments and in restaurant to evaluate the impact new experiences would have on the restaurant operations. Ultimately making customer empathy the secret to McDonald’s digital transformation’s success.
