macdonalds study - city radar tokyo
DESCRIPTION
Food trends from Tokyo streets...TRANSCRIPT
F&D trends
Business priorities
F&D trends
Business priorities
F&D trends
Business priorities
F&D trends
Business priorities
More straightforward
…with new information
F&D trends
Business priorities
Former layoutProduct ID
F&D trends
Business priorities
MORE SPACE FOR THE DIFFERENTPRODUCT SCANS
CONDENSED INFORMATIONPANEL
Product ID
SIMILAR CONCEPTSWHERE NEEDED
F&D trends
Business priorities
WHAT'S
NEW?
NEW ICONSBusiness priorities
NEW CONSUMER PLATFORM ITEMS:� On the spot � Office/home� On my way
No more mapping
ADVENTURETREAT/REWARD
SOCIALFRIENDS
REFUELINGLIGHT EATING
LIFT ESCAPE
ONLY THE TOP CONSUMER NEED
F&D trends
Business priorities
Place ID
Former layout
F&D trends
Business priorities
Place IDCONDENSED
INFORMATION PANEL
A SPECIAL "PLACE FOCUS CORNER"
F&D trends
Business priorities
WHAT'S
NEW?
NEW ICONSBusiness priorities
THE CONSUMER NEED IS INTEGRATED IN TO THE PLACE DASHBOARD
No more mapping
ADVENTURETREAT/REWARD
SOCIALFRIENDS
REFUELINGLIGHT EATING
LIFT ESCAPE
F&D trends
Business priorities
More straightforward
More ergonomic
Designed for the screen
…To complement the book
F&D trends
Business priorities
ww
Market driver
Chapter headings
Book page
number
Type of
double page
spread
Product
focus
Business
priorities
F&D
trends
Driver headings
-product ID
-place ID
-focus on
F&D trends
Business priorities
+ Learning McDonald's
Start !
McDonald's
new product
opportunity
Business priority
concerned
Market driver
Chapter headings
Product
focus
Driver headings
Book page
number
Type of
double page
spread-product ID
-place ID
-focus on
F&D trends
Business priorities
TOKYOPARIS
F&D trends
Business priorities
CITY PULSE
F&D trends
Business priorities
ON THE GO
F&D trends
Business priorities
FINGER ATTITUDE
F&D trends
Business priorities
BAKERY
F&D trends
Business priorities
NEWPLAYERS
F&D trends
Business priorities
RE-DESIGNTRADITION
F&D trends
Business priorities
SMARTSYSTEMS
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
DIYDivide and conquer…the pleasure
PRODUCT ID
P 22
Sugar syrup
Flavoured jelly cubes
Red bean jelly
Red bean paste
Sweet rice paste sticks
Lightly flavoured seaweed jelly
LEARNING McDONALD'S
• Instigate compartment foods•Bring back the genuine joy of kid's food construction•Retain optimum freshness
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
MECCANOFOOD
• Nutritional equation
• Layered combinations
• Your meal, you decide
• Create a new pleasure zone
• Partition textures
FOCUS ON
P 24
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
TAKE THE PLUNGEDrink the cake not the juice
PRODUCT ID
P 26
LEARNING McDONALD'S
• Activate the dunk cake• Trigger the sink and sup cup• Launch the liquid/sponge/cream trio• Free the fruit explosion
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
CUPFRUITPioneer very basic fruit snack pleasures
PRODUCT ID
P 28
Soja ice cream Soja ice creamBlack bean
Carrot+
Grapefruit+
orange
LEARNING McDONALD'S
• Encourage recipe exploration• Sign a new gesture code• Investigate fruit versatility• Enjoy fresh mixes
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
A TICKET TO EATExploring ultimate efficiency for busy people
Business priorities
PLACE ID
P 30
LEARNING McDONALD'S
• Create a streamlined service• Stretch the term "fast food" to the extreme• De-congest the counter rush hour
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
THE KIT CAKEEnergise the filling process
PRODUCT ID
P 32
LEARNING McDONALD'S
• Orchestrate a schoolyard craze• Maintain food crispness• Launch filling combinations possibilities
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
TAKE LUNCH IN THE FAST LANEIntroduce a less waiting, more eating, time system
PLACE ID
P 34
Business priorities
DEAR.SOUP
cheeseburgersoup
rice
caramelised sweet potato
LEARNING McDONALD'S
• Invent a ready-to-grab combo offer• Accelerate the fast food vehicle• Eliminate the need for decisions
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
THE A-BENTO-NABLE SNOWMANInject joy in boxed lunches
PRODUCT ID
P 36
beef
mushroom
rice
egg
dumpling
radish
beansdumpling
roast pork
surimi
LEARNING McDONALD'S
• Market playful characters• Own a new snack box collection trend• Promote school bag lunch portability• Bring fun to the lunch table
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
STACK LUNCHFreshly mixed for a fresh taste
PRODUCT ID
P 38
rice
vegetables
LEARNING McDONALD'S
• Reconciliate fresh mixing and fast food• Own this new meal system• Change fast food perceptions
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
SMART SAMPLINGMulti-choice in multi-simplicity
PRODUCT ID
P 40
rice
tonkatsuchicken
pumpkin
salmon piece coleslaw
fresh vegetables
sweet potatodumpling
beans
LEARNING McDONALD'S
• Obliterate the need for decisions• Make fast food clean and business friendly• Instigate a balanced diet• Re-invent the office food benchmark
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
THE MUST-HAVE ACCESSORYDeveloping a new café combo
PRODUCT ID
P 42
LEARNING McDONALD'S
• Be the first to launch specific beverage duos• Invent the spirit of a coffee food• Explore the pleasure combination
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN
STAIRWAY TO HEAVENAn all in one texture journey
PRODUCT ID
P 44
LEARNING McDONALD'S
• Delight in density ranges• Indulge in multi-tiered pleasures• Go vertical• Invest in a fresh flavour climbing wall
McDonald's new product opportunity
F&D trends
Business priorities
RED & WHITE BEAN SCAN
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
1-NEW VALUE SYSTEM2-EDGY PORTABILITY
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
TREATS IN THE PIPELINEReplay beverage size and gesture for kids
PRODUCT ID
P 50
LEARNING McDONALD'S
• Create a fresh and fun drinking experience• Own this new gesture code• Embark on experimental display• The first step on designing beverage packaging for kids
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
GO DUOInstall the new combination codes
PRODUCT ID
P 52
LEARNING McDONALD'S
• Champion eat/drink portability• Celebrate liquid/solid combinations• Promote single-handed on the go refueling• Twist existing packaging concepts
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
THE VITAMIN DOCTORPromoting liquid health remedies
PRODUCT ID
P 54
LEARNING McDONALD'S
• Pioneer therapeutic treats• Champion dense liquidity• Trigger colourful ranges in portable modes• Instigate a modern on-the-go blend of natural treats
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
URBAN RICE VIBRATIONS FOCUS ON
P 56
RICE DOUGH
+ black sesame stuffing
+ peanut stuffing
+ red bean stuffing
+ red bean & chrysanthenumtopping
+ red bean sauce
+ Caramelised
soy sauce
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
SCHOOL OF PORTABILITYExplore hot basics in an on-the-go system
PRODUCT ID
P 58
LEARNING McDONALD'S
• Work out rigid crepes to enable hot food portability• Mass market edible wrappings• Create natural, handheld, containing systems
McDonald's new product opportunity
pasta bolognaise
tacos sausage
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
ICE CREAM BITEEncapsulate a classic cold emotion in a crispy nomadic mode
PRODUCT ID
P 60
LEARNING McDONALD'S
• Invent ice cream bites• Initiate a fresh gesture code• Instigate mix and match shell flavors• Control the ice cream drips
McDonald's new product opportunity
F&D trends
Business prioritiesBusiness priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
ROLL UP! ROLL UP!Capitalise on a crepe as an on-the-go solution
PLACE ID
P 62
LEARNING McDONALD'S
• Promote all-in-one edible integrated container• Launch sophisticated mixes• Give salads new on-the-go status• Explore the vertical simplicity
CAFE CREPE
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
PUT THE FOCUS ON FRUITRe-discover fruit in a joyful consumption mode
PRODUCT ID
P 64
LEARNING McDONALD'S
• Think fresh• Celebrate the cool crisp taste• Install beneficial fresh snacks• Give fruit a fast food status
McDonald's new product opportunity
canteloupe melon
honeydew melon
strawberries
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
VEG IN THE CITYDelight in beneficial pleasures
PRODUCT ID
P 66
LEARNING McDONALD'S
• Re-evaluate fundamental produce• Drive natures own colour spectrum• Revel in vegetable's exciting portability• Challenge taro's versatility
McDonald's new product opportunity
hot taro
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
BREAK THE MOULD FOCUS ON
P 68
INVEST IN LIQUID/SOLID
DUALITY
ENDORSE DAILY DOSE SNACKS
PACKS
REVEL IN NOURISHING MOUTHFULS
ICE CREAM
JELLY FOOD
JELLY DRINK
WATER
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM
TOKEN TOTEMShape up story snacking
PRODUCT ID
P 70
LEARNING McDONALD'S
• Launch character trends• Explore seasonal designs• Install taste/shape guessing games• Develop filling inventions for kids
McDonald's new product opportunity
red bean stuffing
F&D trends
Business priorities
SOY SCAN
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
2-EDGY PORTABILITY3-TACTILE HARMONY
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-RAISE THE BAR-BANANA MESSENGER-SMOOTH BITE CONSTRUCTIONS-ENJOY THE DRY MARKET-BABY SOFT
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-RAISE THE BAR-BANANA MESSENGER-SMOOTH BITE CONSTRUCTIONS-ENJOY THE DRY MARKET-BABY SOFT
RAISE THE BAR FOCUS ON
P 76
taro paste
orange, pumpkin, earl grey, chocolate & plain cheesecakes
cumin sticks
green tea & red bean bars
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-RAISE THE BAR-BANANA MESSENGER-SMOOTH BITE CONSTRUCTIONS-ENJOY THE DRY MARKET-BABY SOFT
BANANA MESSENGERPromote healthy and balanced breaks in the form of natural shapes
PRODUCT ID
P 78
banana shape
banana flavour
banana colour
banana word
banana & white bean
McDonald's new product opportunity
LEARNING McDONALD'S
• Overwhelm the senses• Re-inventing the magic of nature• Release banana's potential
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-RAISE THE BAR-BANANA MESSENGER-SMOOTH BITE CONSTRUCTIONS-ENJOY THE DRY MARKET-BABY SOFT
SMOOTH BITE CONSTRUCTIONS
FOCUS ON
P 80
rice & cod roe tempura
rice & cod roetrianglesweet potato
salted red bean
salmon roe
sesame
shrimp tempura
wasabi & cucumber
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-RAISE THE BAR-BANANA MESSENGER-SMOOTH BITE CONSTRUCTIONS-ENJOY THE DRY MARKET-BABY SOFT
ENJOY THE DRY MARKETYou've never snacked so healthily
PRODUCT ID
P 82
carrot
lotus root
pumpkin
taro
bean
transparency
LEARNING McDONALD'S
• Take a creative healthy stand on all day snacks• Build on natural colour displays• Keep the crisp, clean the product
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-RAISE THE BAR-BANANA MESSENGER-SMOOTH BITE CONSTRUCTIONS-ENJOY THE DRY MARKET-BABY SOFT
BABY SOFT FOCUS ON
P 84
F&D trends
Business priorities
SWEET POTATO SCAN
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
3-TACTILE HARMONY4-REPLAY BASICS
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-FRUIT SANDWICH-THE MELTING POT BURGER-THE FAST FOOD HOLY GRAIL-WHEN THREE CLASSICS MEET-IT'S PANDA-MONIUM!-"HAMBURGER IS MY LIFE"-RICE BUNS
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-FRUIT SANDWICH-THE MELTING POT BURGER-THE FAST FOOD HOLY GRAIL-WHEN THREE CLASSICS MEET-IT'S PANDA-MONIUM!-"HAMBURGER IS MY LIFE"-RICE BUNS
FRUIT SANDWICHThe best thing since sliced bread
PRODUCT ID
P 90
fresh cream cheese+blueberry
fresh cream cheese + apricot + pineapple
fresh cream cheese + strawberry
LEARNING McDONALD'S
• Triumph in healthy/tasty combos• Champion soft/smooth/crunch texture arrangements• Celebrate fruit pie sandwiches
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-FRUIT SANDWICH-THE MELTING POT BURGER-THE FAST FOOD HOLY GRAIL-WHEN THREE CLASSICS MEET-IT'S PANDA-MONIUM!-"HAMBURGER IS MY LIFE"-RICE BUNS
THE MELTING POT BURGERMeat & two veg in a bun
PRODUCT ID
P 92
LEARNING McDONALD'S
• Start the hottest gesture code• Launch the happy mix• Exult knife and fork exile• Stretch the burger zone
McDonald's new product opportunity
veg, meat, cheese & gravy
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-FRUIT SANDWICH-THE MELTING POT BURGER-THE FAST FOOD HOLY GRAIL-WHEN THREE CLASSICS MEET-IT'S PANDA-MONIUM!-"HAMBURGER IS MY LIFE"-RICE BUNS
THE FAST FOOD HOLY GRAILImagining the future
PRODUCT ID
P 94
LEARNING McDONALD'S
• Open up one bite sensations• Re-develop the basics• Rejoice in fingerfood• Invent a new classic
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-FRUIT SANDWICH-THE MELTING POT BURGER-THE FAST FOOD HOLY GRAIL-WHEN THREE CLASSICS MEET-IT'S PANDA-MONIUM!-"HAMBURGER IS MY LIFE"-RICE BUNS
WHEN THREE CLASSICS MEETEmpowering bread
PRODUCT ID
P 96
LEARNING McDONALD'S
• Embrace unusual food group mergers• Pioneer no cutlery dining• Capture flowing food
McDonald's new product opportunity
bread
crepe
noodles
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-FRUIT SANDWICH-THE MELTING POT BURGER-THE FAST FOOD HOLY GRAIL-WHEN THREE CLASSICS MEET-IT'S PANDA-MONIUM!-"HAMBURGER IS MY LIFE"-RICE BUNS
IT'S PANDA-MONIUM!Introduce personality foods
PLACE ID
P 98
Business priorities
green tea cream
LEARNING McDONALD'S
• Explore character food opportunities• Install toy collection trends• Contemplate add-on possibilities• Animate kids food
ARUMAD
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-FRUIT SANDWICH-THE MELTING POT BURGER-THE FAST FOOD HOLY GRAIL-WHEN THREE CLASSICS MEET-IT'S PANDA-MONIUM!-"HAMBURGER IS MY LIFE"-RICE BUNS
"HAMBURGER IS MY LIFE"What I eat is what I am
PLACE ID
P 100
Business priorities
LEARNING McDONALD'S
• Get people to be part of the recipe• Educate on nutritional values• Put the emphasis on health• Teach nutrition through a story telling process
MOS BURGER
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-FRUIT SANDWICH-THE MELTING POT BURGER-THE FAST FOOD HOLY GRAIL-WHEN THREE CLASSICS MEET-IT'S PANDA-MONIUM!-"HAMBURGER IS MY LIFE"-RICE BUNS
RICE BUNSThe breadless bun
PRODUCT ID
P 102
rice
onions
cutted pork
ginger
LEARNING McDONALD'S
• Merge basic premiums• Salute contemporary diet trends• Rejoice in international staples• Lead the no bread exploration
McDonald's new product opportunity
F&D trends
Business priorities
MACHA & GREEN TEA SCAN
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
4-REPLAY BASICS
5-BREAD PREMIERE
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
SWEET BREAD CATWALKFertilise bread potential
PRODUCT ID
P 108
Bread cake cubes
Sweet baguette
French loaf slice, stuffed with strawberries
and cream
Chocolate french toast
LEARNING McDONALD'S
• Relish bread as dessert• Revolutionize bread's silhouette• Maximize this basic's verticality• Launch the flavour vessel
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
SANDOICCHI FOCUS ON
P 110
SIZE AND FORM
-MINIMALISM
-PACKAGED BITES
-CUSTOMISED PACKAGING
-MAKI/SUSHI IMPACT ON SANDWICH CULTURE
F&D trends
Business priorities
Pumpkin
Chestnut
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
CRISPY MOONSPromote on-the-go bite excellence
PRODUCT ID
P 112
Maple syrup
Caramel flakes
Plain
LEARNING McDONALD'SMcDonald's new product opportunity
• Intensify fresh filling explosions• Challenge guess centers• Create a taste journey• Drive tactile pleasures• Exploit the crisp/creamy divergence
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
PLAYFUL SHAPES FOCUS ON
P 114
BUTTER BREAD RED & WHITE BEAN STUFFING
MACADAMIA NUT BREAD
RED BEAN & ALMOND STUFFING
APPLE BRIOCHE
open> close<
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
BREAD RAFT When bread plays the pizza role
PRODUCT ID
P 116
LEARNING McDONALD'SMcDonald's new product opportunity
• Reposition core elements• Challenge bread use• Give potato a new platform• Combine existing mass-market players
Pie sauce
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
ARCHI-TEXTURE:SURFACE EFFECTS
FOCUS ON
P 118
NEW BUN LANGUAGE
-RUSTIC TEXTURE
-SHAPING
-PATTERNISATION
UNEVENLYBULBOUS
APEXFOCUS
WORKEDSURFACE
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
ARCHI-TEXTURE:EMOTIONSFOCUS
ON
P 120
NEW COLOUR DRIVERS
- RUGGED TEXTURES - MYSTERIOUS FEEL- HUE INTENSITIES
GRANULAR
MARBLED
BEAUTYSPOTS
TEXTURED
BROKENGROUND
AGGLUTINATEDPOLKA-DOT
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
MOTHER'S LITTLE HELPERRevolutionise the sandwich building pleasure process
PRODUCT ID
P 122
LEARNING McDONALD'SMcDonald's new product opportunity
• Make lunch a joyful experience for kids• Promote supreme freshness• Explore flat-pack DIY portability• Instigate a new building platform
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
PROTE'IN BREAD MORPHING
FOCUS ON
P 124
sausagesausage & cheesesausageEgg, ham & cheese
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
OPEN HEARTED EMOTIONTell a core story
PRODUCT ID
P 126
LEARNING McDONALD'S
• Induce a drink/eat gesture code• Champion texture juxtapositions• Market new food epicentres• Release the warm-hearted pleasure
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH
UNDERCOVER HEALTHUse bread to promote a balanced diet
PRODUCT ID
P 128
LEARNING McDONALD'S
• Enfold stuffings• Facilitate vegetable consumption• Challenge meal mouthfuls
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
5-BREAD PREMIERE6-I.E.O. OUTSIDERS
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE
NEON LIGHTSEnjoy the fun
PRODUCT ID
P 132
Orange juice, mango, lemon
Green soda
Grenadine, strawberry
LEARNING McDONALD'S
• Intensify hue ranges• Manage fruit juice / cream contrasts• Stimulate recipe conception• Develop more festive beverage offers
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE
SMOOTHIE BREAKFASTSlurp & chomp brekkie !
PRODUCT ID
P 134
LEARNING McDONALD'S
• Empower the fruit, drink and cereal mix• Maximize infinite blending recipes• Stretch the boundaries of conventional day-starter• Build a new blending experience opportunity
McDonald's new product opportunity
3 berries, marshmallow & cornflakes
Watercress, maple yoghurt
& cornflakes
Orange, mango& biscuit
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE
PASTA VERSATILITYOn-the-go refueling pockets
PRODUCT ID
P 136
LEARNING McDONALD'S
• Catwalk seasonal colours• Expose a surprise interior• Design striking contrasts• Venture on-the-go snacking duos
McDonald's new product opportunity
Plain mochi Chrysanthem mochi
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE
THE MILKLESS MILKCreate an alternative solution to outperform milk
PRODUCT ID
P 138
LEARNING McDONALD'S
• Make milk more interesting• Promote nature in its diversity• Potentialize healthy alternatives• Allow people to enjoy new liquid capabilities
McDonald's new product opportunity
Whole rice, Toffee & ginger
Whole rice, Black rice & sesame
Whole rice, Sweet potato
Whole rice, Sugar & black sugar
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE
VEG' SALONWhat you see is what you experience
PLACE ID
P 140
Business priorities
VEG INSPIRED LAMPS BODY CARE APPROACH
FRESHNESS LABORATORY EVERYTHING IS WHITE AND BRIGHT
LEARNING McDONALD'S
• Promote five a day goodness• Endorse recipe experimentation• Champion drink meals• Install an immediate nature sensation showroom
VEGETARIA
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE
SWEET FRIESThey're not just for main course
PRODUCT ID
P 142
Grilled and caramelised sweet potatoes
LEARNING McDONALD'S
• Explore frie alternatives• Introduce a frie based snacking mode• Vary glaze and toppings to enrich customer choice
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE
CAKE MACHINEIntroduce production magic to build customer experience
PLACE ID
P 144
Business priorities
LEARNING McDONALD'S
• Create an entertaining focus point• Infuse excitement in food• Enthrall young customers• Invent an open factory like an open kitchen
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE
CONVERTIBLE BITEExplore a new open air stuffing mode
PRODUCT ID
P 146
red bean
rice
LEARNING McDONALD'S
• Play up reverse stuffing / coating roles• Stimulate desire through content windows• Playground to vary colours and textures• Grab the opportunity to mix and match colour and taste
McDonald's new product opportunity
F&D trends
Business priorities
1-NEW VALUE SYSTEM
2-EDGY PORTABILITY
3-TACTILE HARMONY
4-REPLAY BASICS
5-BREAD PREMIERE
6-I.E.O. OUTSIDERS
-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE
COMMUTER FARESandwich the main course
PRODUCT ID
P 148
salad
bread cutlet
LEARNING McDONALD'S
• Tightly boxed to retain product integrity• Resize lunch ergonomics• Ideal fusion between hot food and bread• Shield the culinary pleasures
McDonald's new product opportunity
F&D trends
Business priorities
WINS… …CITY RADAR TOKYO
F&D trends
Business priorities
THANK YOU