McDonald's Design & Branding SEEQ by Arc Chicago


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Industry Fast food
Media Design & Branding
Market United States
Agency Arc Chicago
Associate Creative Director Kelly Neill, Cathy Schilling
Executive Creative Director Jim Carlton
Art Director Abner Avila, Ross Shapland
Copywriter Lauren Silverman
Released October 2010

Credits & Description

Category: Hospitality/Leisure
Advertiser: McDONALD'S
Date of First Appearance: Oct 5 2010
Entrant Company: ARC WORLDWIDE, Chicago, USA
Chief Creative Officer: Bill Rosen (Arc Worldwide)
Executive Creative Director: Jim Carlton (Arc Worldwide)
Vice President/Creative Director: Michael Frease (Arc Worldwide)
Vice President/Creative Director: Ron Smith (Arc Worldwide)
Associate Creative Director: Kelly Neill (Arc Worldwide)
Associate Creative Director: Cathy Schilling (Arc Worldwide)
Copywriter: Lauren Silverman (Arc Worldwide)
Executive Art Director: Brian Bullock (Arc Worldwide)
Art Director: Abner Avila (Arc Worldwide)
Art Director: Ross Shapland (Arc Worldwide)
Vice President/Retail Design Director: Jason Watts (Arc Worldwide)
Senior Design Director: Jason Fruy (Arc Worldwide)
Media placement: Retail Experience Design - All McDonald's Restaurants - March 2010 - Ongoing

Describe the brief from the client
The client wanted us to bring McDonald’s brand promise – simple, easy enjoyment– to life beyond the efficient operations they are famous for.
We worked with the client to identify opportunities to fully realise McDonald’s brand promise from the moment our guests walked into the door. The first tangible and meaningful contact with the brand occurs at the time of order.

• Simplify and reduce clutter/confusion during the ordering process.
• Harmonise front counter with dining room décor packages.
• Design architectural homes for merchandising along the customer purchase path.
• Increase brand quality perception through easier menu navigation.

Describe the challenges and key objectives
Key Objective:
Bring the brand to life in one harmonious voice that allows for a simple, easy and now more enjoyable ordering experience for every customer, every time.

Key Challenge:
Redesigning the entire ordering experience at McDonald’s without any negative impact on sales or operations.

Describe how you arrived at the final design
The insight that drove our approach to SEEQ is rooted in a basic human understanding about how people experience restaurants – they eat with their eyes, first.

Our strategy was to build brand quality perception at the point of order by focusing on the “simple and easy” of our brand promise, and realising the “enjoyment” through the food – how it was photographed; how we talked about it and where; how we chose to highlight its preparation in the most meaningful way for customers; and how we screened confusing or cluttered views.

Give some indication of how successful the outcome was in the market
Nearly all consumers surveyed (88-93%) in our pre and post research stated that the new restaurant design shows McDonald’s changing to keep up with the times.

The overall SEEQ interior is giving McDonald’s the appearance of a higher quality restaurant, with 85% of consumers surveyed reporting that SEEQ restaurants were of higher quality than other McDonald’s they had visited. This improvement was seen in consumers’ perceptions of food quality as well, with a roughly 5% average increase in positive responses to “McDonald’s cares about the quality of their food.”

Anecdotally, owner/operators report marked increase in sales of premium products.