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.