Strategy

Off Premise Lunch

McDonald’s has been a staple of the Portuguese dining scene since 1991, known for its focus on convenience, accessibility, and a family-friendly atmosphere. In the challenging context of the Covid-19 pandemic, McDonald’s Portugal faced the need to accelerate the growing trend of out-of-restaurant consumption, while also aiming to positively impact both eat-in experiences and takeaway and delivery services.

Challenge:

To develop Off-Premise Lunch as an underutilised consumption occasion in the Portuguese market, maximising McDonald’s Portugal’s business opportunities without cannibalising other consumption channels.

Solution:

We defined the key role of Off-Premise Lunch by leveraging the brand’s legitimacy. An innovative offering was structured, including a tailored portfolio of products and services aligned with the profitability model. The strategy involved a precise definition of channel dynamics and the customer experience in each consumption context, ensuring a smooth and enjoyable transition from the restaurant to the customer’s preferred location.

Off Premise Lunch

Solution:

Conectar. Colaborar. Crecer.