| Title | McDONALD'S ORIGINALS |
| Brand | McDONALD'S |
| Product/Service | ORIGINALS |
| Category |
D01. Retail |
|
Entrant
|
W&CIE Boulogne Billancourt, FRANCE
|
|
Idea Creation
|
W&CIE Boulogne Billancourt, FRANCE
|
|
Additional Company
|
W&CIE Boulogne Billancourt, FRANCE
|
Credits
| Estelle MEGE |
W&Cie |
Deputy Managing Director in charge of Architecture |
| Gilles DELERIS |
W&Cie |
Chief Creative Officer |
| Pascal LETURCQ |
Walter (W&Cie) |
Director of Operations |
The Campaign
We launch a more compact, urban and modern format of restaurants: ORIGINALS. Designed for a maximum space of 150m2, these restaurants cater to a more urban and mobile public. Predominantly take-away, they include interactive counters, high-tables to grab a quick lunch and the whole McDonald’s menu!
Creative Execution
ORIGINALS, it’s a specific visual identity and a new name to emphasize the continuous evolution and innovation of these new stores.
ORIGINALS, it's a dedicated space of 150 sq. m, in key sectors, such as city centers, airports, trains stations, etc. Originals are designed so as to create modern, comfortable spaces to grab a quick lunch to go or to stay.
Indication of how successful the outcome was in the market
Five restaurants opened in 2015: So Ouest (Levallois-Perret), Beauvais, Boulogne, St Etienne and Toulouse… and more to come in the next few months.
The main strategy behind the launch of this new concept is to cater to a wider audience, by meeting the needs of a more urban and nomadic clientele, without depriving them of the main items on the McDonald’s menu.