Case Study

McDonald's UK & Ireland

How can we build on the innovations in our food offering, restaurant design, and marketing strategy, to enable our people to deliver amazing customer service, so that we can become the UK and Ireland’s best-loved restaurant company?
How can we build on the innovations in our food offering, restaurant design, and marketing strategy, to enable our people to deliver amazing customer service, so that we can become the UK and Ireland’s best-loved restaurant company?
The biggest impact for me has been that the team see themselves as not only people who serve customers but also as customers of each other. This is good for the team and great for my customers.
Franchisee

OVERVIEW

McDonald’s UK&I has made a huge investment in innovations in their restaurants, food offering, and marketing over the last few years. This has helped them to maintain over 50 quarters of consecutive growth.

In order to build on this momentum, they identified a need to innovate around customer service. They did this by focusing on their culture.

SOLUTION

We worked with the senior People Team to co-create a cultural intervention for restaurants, called The Big Conversation. This intervention was developed through our Innovation Process, Design Thinking, so that it is grounded in the experience of employees.

The culture workshops run for 90 minutes in restaurants and Head Office, and enable employees to understand that, because they are customers too, they can step into the shoes of their customers to make them happier. But the real differentiator is that we help employees to see that they are also customers of each other, and if they make each other happier, customer satisfaction will follow.

RESULTS

The Big Conversation set out to support the ambition to become the UK&I’s best loved restaurant company, and this meant ‘best loved’ by customers and employees.

So the key metrics we considered when measuring success were Customer Satisfaction, friendliness, accuracy and Employee Retention. In our pilot, these all saw significant increases, up to:

1%
Friendliness
1%
Customer Satisfaction
1%
Accuracy
1%
Employee Retention
Menu
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