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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?

McDonald's is an incredible business but India is a fierce market. High price sensitivity, extreme choice, rapid innovation and changing attitudes make for a difficult place to drive growth. So in the face of uncertainty and volatility, how do you focus precious resources on the things that will make the difference to customers?  

THE APPROACH

Re-imagining the guest experience.   

We used the Opportunity Index, Service Experiments and Immersive Learning 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.

  • SKU-level analysis of sales performance and product-level promotional strategy defined to identify target behaviours
  • Using in-depth regression analysis we identified the factors predicting visit frequency 
  • Customer observation and in-store ethnography studies studies used to identify opportunities to reduce customer effort in-store
  • Commercial forecasting and prioritisation of behaviour change opportunities
  • Development of behavioural interventions and new operational routines
  • Interventions designed to shape both behaviour, and customer memory
  • Pilot study design and measurement across 50 stores 
  • 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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