Traveler's Spoon

A New Multicultural Restaurant Created Using the Essence of McDonald's Abroad

Inspired by a statistical map titled 'The Most Disproportionately Popular Cuisines by State.'
Design of the strategy

The Ask

Bring a product or service to the United States that doesn't exist

Business opportunity

Over the past several years, McDonalds outside the U.S. have been pushing, but not quite succeeding, in selling more culturally representative foods.

the challenge

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positioning

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target

City-dwellers seeking convenient ways to experience foreign cultures

TARGET


BACKGROUND

McDonalds' abroad have been much different from the 'burgers and fries' franchise that is here in the States. Operating in over 120 other countries, McDonald's is often locally-sourced and of high quality: nowhere near the category of 'fast food.'

strategy of the design

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McDonald's is an ideal benefactor of bringing a casually-paced mix and match multicultural restaurant to the American Melting Pot. This new restaurant is more affordable than its cuisine-specialty competitors and there's no other place in the market like it.

Menu Items

Many of these failed products will find a new home within this new American franchise.

PRICING

Our target is more willing to pay higher prices because they are more affluent, cultured, and live in an urban area.

Hours of Operation

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Menu Items

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six-city RollOut

Inspired by

In addition to the three main cuisines at each location


I decided to highlight three main cuisines at each location: Latin American, Asian, and Middle Eastern. Additionally, each location would have a fourth specialty cuisine depending on the tastes of that specific city. For the initial rollout, six major cities were chosen each with a different specialty menu, making each restaurant unique.

International Soda Options

To further immerse our consumers into these cultures, I wanted to reflect the same variety in their beverage options.  Coca-Cola, which is a requirement when it comes to McDonald’s, has been promoting use of their Freestyle Soda Machine, which allows for its users to create their own style beverage with the flavor options provided.  

After looking at what Coca-Cola is selling to countries outside the States, I decided to make use of options unavailable in the U.S., aside from the Epcot center.  To keep flavors familiar for the guests, a handful of new beverage lines were chosen for similar taste profiles to ones in the States. By making changes to the Freestyle's user interface, I was able to aggregate their options based on global culinary regions of interest, rather than primarily by a soda brand.

A CULTURED DINING EXPERIENCE

When it comes down to the floor plan, I went with a casual but fluid design.  I wanted it to aesthetically feel warm and comforting: enough not to feel rushed, but not enough that they’d linger. Depending on the location, its specialty menu would have a corresponding live-feed wall that would show an everyday street view from a location in that country.

Superhydrophobic Nanostructures

Having worked in restaurants for over eight years, I am personally aware of how much food is wasted. At one point I read a corporate bulletin saying that hundreds of thousands of dollars worth of mayonnaise were thrown out because employees wouldn’t take the time to scrape every last bit from their jars. By implementing an FDA-approved superhydrophobic nanostructure to the inside of these containers, McDonald’s and all of its associated chains would essentially eliminate any waste from unemptied containers.  This developing technology is well within reach of the non-toxic and cost efficient requirements McDonald’s would deem necessary to implement.

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