Project Objective

To thoughtfully redesign the Happy Meal experience by integrating meaningful digital touchpoints that enhance engagement before, during, and after the visit, ultimately increasing foot traffic and strengthening long-term loyalty among families with children aged 2–12.

Families return to McDonald’s because it fits seamlessly into their routines, but the experience rarely adapts to who they are or the occasions they visit

Value Proposition:
Families are looking to feel cared for when dining out. A digital touchpoint that proactively handles small needs allows parents to focus on their meal, creating a more seamless and less stressful visit.

2. Community Action Hub Platform

Value proposition:

Parents are not interested in digital experiences for their kids while eating a meal together. In order to grow share with families, a new “community action hub” platform connects families and communities to social action while tying back to rewards at McDonalds.

3. Neighborhood Kids’ Rewards Program

Value proposition:

Families and community groups already work hard to give kids meaningful experiences. McDonald’s supports them by providing instant rewards and personalized recognition for participation, creating joyful moments that naturally connect visits to club events, so McDonald’s becomes part of the ritual.

Insights

Families dining at quick-service restaurants express a desire to feel actively cared for, valuing service interactions that reduce cognitive and physical burden.

Concepts

Digital Table Tent for Better Service

Research:

We conducted user research by interviewing families in McDonald’s and other QSR competition outlets to understand what is driving families to these restaurants.
We also interviewed Guest Experience Leads (GELs) at these restaurants to understand the backend of a better family experience.

Redesigning the Happy Meals Experience