W

McDonald's Originals

A takeaway format to seduce urban youth

For McDonald’s, W developed a brand-new restaurant format which is more compact for the urban environment, featuring a selection of the brand’s signature menu items. Designed to be just 150 m2, these new restaurants are more in line with the needs of city dwellers on the go, with a focus on takeaway, interactive self-service kiosks, central counter service, as well as high-top tables for customers to enjoy a quick bite. The locations have their own specific image and a new name: ORIGINALS—to stand out, for a brand that is always innovating and evolving to meet the needs of customers looking for greater efficiency, selection and quality.

What: Naming, visual identity, merchandising, architectural concept, rollout When: Since 2015 Results: 20 locations in France and Germany"

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