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MCDONALD'S INDIA CLIENT STORY

How do you drive growth in one of the world's toughest markets?

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Working with the team is a delight. The entire experience was a great learning process with quantifiable business outcomes and ROI. I would strongly recommend the team

SAURABH KALRA

Senior Director Business Operations & Strategy, McDonald's India

THE CHALLENGE

How do you stay relevant to 46m customers?

India is a challenging market—even for a business with the brand equity of McDonalds. High price sensitivity, seemingly endless choice, rapid innovation and changing attitudes make for a difficult place to drive growth. So in the face of such fierce competition, how do you ensure customers choose you?

THE APPROACH

Re-imagining the guest experience.   

We used Momentum, our approach to partnered projects, to help the McDonald's India team design in-store nudges to shape customer behaviour and future visit intent.

THE PROCESS 

Zooming in on the moments that matter.

  • We kicked off with SKU-level analysis of sales performance and product-level promotional strategy defined to identify target behaviours
  • We used in-depth regression analysis to identify the factors predicting
    visit frequency 
  • We launched customer observation and in-store ethnography studies to identify opportunities to reduce customer effort in-store
  • We designed interventions to shape both behaviour and customer memory
  • Our work culminated in a pilot study of design and measurement across
    50 stores 
  • We topped off the project with C-Suite training on applied behavioural science to enable to the team to deliver their own behavioural design projects in the future

THE RESULTS

Client outcomes

Delivered 3-13% shifts in target behaviours across 4 core behavioural interventions

Interventions drove statistically significant shifts in customer spend and visit frequency 

All interventions have been rolled out to 300 stores post-pilot, shaping the experience of over 46,000,000 customers 

OUR WORK

Customer success

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