Menus re-imagined

Challenge

To reimagine McDonalds instore and Drive-thru printed menus using screens, Digital Menu Boards (DMBs) and technology.

Idea

Design and build a system that powers AI menus that are adaptive and highly customisable depending on multiple criteria eg location, stock levels, campaign promotion, time of day (breakfast, lunch, dinner and evening), localised events and weather. In Drive-thru utilise numberplate recognition to surface a returning customer’s favourite food making it easier for them to re-order.

Result

Initially trialled by 32 franchisees the menus have now been successfully rolled out nationally to all 970 stores.

It has taken 3 years of iterations to get to here whilst undergoing continous A/B testing and user testing with eye tracking to help refine the design futher.

Responsible for the localisation of the Global Mcdonald’s App (GMA). Adapt the user experience at a local level. Update the look and feel to showcase McDonald’s Australia own unique flavour of the Maccas brand. New Icons were created, updated photography included to reflect the same look as the products used in the DMBs (Digital Menu Boards - see above)