McDonald's is transitioning to Customer Lead Order and Pay. As interns, we were tasked with creating a digital campaign targeted at Gen Z, emphasizing products like the McDonald's App and McDelivery.

 

Through research, we discovered that consumers are typically eating McDonald's late at night and/or with a group of friends. One interviewee said it best:

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"A good experience [at McDonald's] is going on a late night with friends, or really anytime with friends. A bad experience is almost anytime I'm alone."

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The other insight we gained was that consumers know the McDonald's app exists, but they are unaware of the deals that are available. Using these two insights, we created two campaigns to present to multiple owner-operators. The response was overwhelming positive, with most owner-operators favoring the first concept.

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