Description
** I need these questions from the attachment answered The last questions on the buttom that highlight with (YELLOW) which are ;
• HOW IS THE ORDERING PROCESS? LIVE CHAT? CUSTOMER SERVICE?
• HOW DO YOU PAY? CONFIRMATION STATUS?
• ENDORSING/PARTNERSHIPS WITH CHARITIES, NON-PROFIT ORGANIZATIONS?
1. CREATE A REFRAME STATEMENT: Use the format below:
‘We used to think ‘X’, now we believe ‘Y’
2. VALUE PROPOSITION STATEMENT: Use the format below
‘Now that we believe ‘Y’, we will be delivering ‘Z’ value through NEW PRODUCT, SERVICES, NETWORKS, PARTNERSHIPS, ETC… to the consumer.
• LIST CONSUMER/CUSTOMERS; SAME AS FOUND IN CONDITIONS – OR NEW?
• NEW CUSTOMER BASE – LIST
• NEW PRODUCTS – LIST
• SERVICES – LIST
• DESCRIBE NEW BUSINESS S (i.e.,INTERNET ONLY, SHOP AT HOME, NEW PARTNERSHIPS, ETC…)
1. PROTOTYPES: ‘How Might We…’
• Simple, descriptions of the idea…
• Existing images found on-line which looks is like or depicts your idea.
• Sketches/drawn images
• Mock Websites
• See examples below…
OUR WINNING BIG IDEA IS CALLED: (name)
1. INTRODUCTORY ‘ELEVATOR SPEECH’ PARAGRAPH OF THIS BIG IDEA (If it helps, use the 5E’s framework to script your story – included below)
• DESCRIBE THE VALUE TO THE CONSUMER
• DESCRIBE THE VALUE TO THE FTD BRAND
2. PROTOTYPES (copy from REFRAME phase where idea orginated)
• Simple, descriptions of the idea
• Existing images found on-line which looks is like your idea.
• Sketches/drawn images
• Mocked Up Websites
3. TECHNOLOGY ASSESSMENT:(HASSAN)
• Reason to believe it’s technically possible: (List)
• New technology using – if any.
4. LIVABILITY:
• A plan to maximize sustainability: (List)
Unformatted Attachment Preview
*This worksheet will be the document you turn in to be graded. Answer the questions in the green
fields.*
ASSIGNMENT:
You are a team of Design Thinking experts brought in specifically by the McDonald’s
Board of Directors. You are being asked to leverage your expertise of using the CRIS
framework to uncover ‘THE’ BIG idea which will help McDonald’s solve the problem of
the increased packaging waste generated by their food and the negative impact on the
environment.
Overview:
TEAM NAME:
TEAM MEMBERS (list):
PHASE 1: CONDITIONS (C)
PURPOSE OF CONDITIONS PHASE: Establish a baseline of information to be referenced in
upcoming Phases by communicating what we already know about the 2023 McDonald’s business AND
the amount of waste generated globally by fast food by answering the questions below. Use the links
below as the basis of your research.
1.
https://corporate.mcdonalds.com/corpmcd/investors.html
2.
https://www.mcdonalds.com/corpmcd/our-purpose-and-impact/our-planet/packagingtoys-and-waste.html
3.
https://takeawaypackaging.co.uk/fast-food-packaging-wastestatistics/#:~:text=Fast%20Food%20Packaging%20Waste%20Facts&text=In%202019%2C%2
0a%20survey%20found,including%20sandwiches%2C%20crisps%20and%20snacks.
4.
https://recycledelic.com/fast-food-packaging-a-significant-contributor-to-the-plasticpollution/
5.
https://sustainablereview.com/environmental-impact-of-takeout-food/
6.
https://www.treehugger.com/slow-progress-recycling-fast-food-waste-1204147
APA Style
1. MCDONALD’S HISTORY AND BACKGROUND: Jordan
•
INTRODUCTORY ‘ELEVATOR SPEECH’; SHORT PARAGRAPH DESCRIBING THE OVERALL
STATE OF AFFAIRS WITH THE CURRENT MCDONALD’S /BUSINESS AND THEIR APPROACH TO
SUSTAINABILITY AND XRECYCLABILITY.
•
•
80% of packaging comes from renewable sources, by 2025 100% will be
“The guest packaging recycling process in our restaurants varies
from market to market. For example, in some markets, our crew collect
and separate recyclable packaging, while in others, the process is
completely off-site, sending customer waste to waste-sorting facilities.
In the U.K., well-established waste separation systems in stores
enable us to capture our paper cups – items made with high-value
material – and recycle them in partnership with a local, specialized
cup-recycling facility.” (corporate.mcdonalds.com)
2. CUSTOMERS/CONSUMER BASE: (Zac)
https://www.start.io/blog/who-is-mcdonalds-target-market-mcdonalds-brand-analysis-audience-marketingstrategy-competitors/#:~:text=According%20to%202020%20data%2C%20the,of%2044%20times%20a%20year.
https://ktla.com/news/money-smart/fast-food-dining-rooms-are-pretty-quiet-thesedays/#:~:text=Dine%2Din%20customers%20now%20represent,%2C%20take%2Dout%20or%20delivery.
•
WHO IS CURRENTLY BUYING THE THEIR PRODUCTS OR USING THEIR SERVICES?
Most of McDonald’s audience is lower middle income families in both urban and rural area. They
are loyal customers, visiting a McDonald’s restaurant an average of 44 times a year. The target
market of McDonald’s includes employees, professionals, as well as students, who are drawn by the
value conscious meal options and free Wifi provided in McDonald’s restaurants.
•
WHY ARE THEY BUYING THESE PRODUCTS?
The McDonald’s target audience is mainly lower to middle class consumers, who are interested in fast,
cheap and convenient food. The typical McDonald’s customers are characterized as ‘easygoing’ and
‘careless’, yet at the same time, they are loyal to the brand and eat fast food regularly.
•
WHAT ARE THEY BUYING?
Ever since the first McDonald’s menu from when the chained opened in the 1950s, French fries.
•
TYPES OF CUSTOMERS (MALE, FEMALE, COUPLES, RETIRED, OLD, YOUNG, ETC…)
The target market of McDonald’s is located globally and covers a broad age group, from kids to senior
citizens. According to 2020 data, the average customer is a married woman, aged 41 to 56, who
particularly enjoys the McDonald’s breakfast.
•
RESTAURANT VS. DRIVE THROUGH REVENUE?
Dine-in customers now represent less than 10% of all sales at McDonald’s restaurants compared to
roughly 25% before the COVID-19 pandemic
3. BUSINESS: Daniel
•
CURRENT SIZE OF BUSINESS – IN DOLLARS
•
23.18 billion U.S. Dollars
https://www.statista.com/topics/1444/mcdonalds/#:~:text=In%20total%2C%20McDonald%27s%20reve
nue%20amounted,billion%20U.S.%20dollars%20in%202022.
•
COMPETITION – LIST
•
•
•
•
•
•
•
•
•
•
Burger King
Wendy’s
KFC
Subway
Pizza Hut
Dunkin
Starbucks
Taco Bell
Domino’s Pizza
Panera Bread
•
KEY PRODUCTS AND SERVICES OFFERINGS
•
•
•
Breakfast, Lunch, Dinner, Coffee, Dessert
Fast-food
Burgers, Fries, Hashbrowns, Sandwiches, Milkshakes, Ice Cream, Expresso
Drinks, Chicken Sandwiches, Chicken Nuggets, Burritos, Pancakes, Cookies
•
OTHER IMPORTANT INFORMATION
4. TECHNICAL ASSESSMENT:
•
IS THEIR WEBSITE UPTODATE? SITE IS EASY TO SHOP? INTERRACTIVE AND ENGAGING?
(Zac)
The McDonald’s website is up to date and is very comprehensive when it comes to whatever you are
looking for. There are articles about the company, the menu of all their items, career information,
special offers, info about the McDonald’s rewards application and information on all their current
locations.
•
WEBSITE MOBILE FRIENDLY? (Zac)
Yes, 5 years ago they launched a mobile app to help with their sales. Around 20% of McDonald’s global
revenue now comes from digital sales.
•
•
•
HOW IS THE ORDERING PROCESS? LIVE CHAT? CUSTOMER SERVICE? Jordan
HOW DO YOU PAY? CONFIRMATION STATUS? Jordan
CAN YOU TRACK YOUR ORDERS? Daniel
•
Track orders through the Mcdonalds app and on the screen at the restaurant it
states who they are serving. If you use delivery services like Uber Eats, Grubhub, and
such they also give you updates through the app.
•
COMPARED TO AMAZON, HOW IS THEIR OVERALL ‘START TO FINISH’
PROCESS? HASSAN
•
Amazon’s start-to-finish process includes packaging goods from suppliers and
sellers to customers, leading to considerable waste in materials used to package the
various products. Mcdonald’s has many customers, especially considering they serve
them multiple items, including drinks and food. Their start-to-finish does include
more materials per customer served and thus is less efficient in producing packaging
waste.
5. LIVABILITY: HASSAN
•
DO THEY PROMOTE RECYCLING?
The company promotes recycling by insisting on packaging items made with recyclable materials
(Langert, 2019).They also purchase the same supplies from manufacturers that use recycled materials,
and that helps promote the activity.
•
SUSTAINABIITY?
Currently, McDonald’s packaging is not sustainable. The company’s global operations consume
considerably more packaging materials than they recycle. More resources are needed to make the
operations sustainable by increasing the quantity of materials recycled from packaging.
•
ENDORSING/PARTNERSHIPS WITH CHARITIES, NON-PROFIT ORGANIZATIONS?
PHASE 2: REFRAME (R)
PURPOSE OF REFRAME PHASE: Analyze the information from the CONDITIONS phase, and identify
a big, disruptive, unique idea which is currently not being recognized. This idea will be big enough to generate
big profits, and turn the business around, reposition the McDonald’s brand and sustain it for the next 5-10
years.
Using service packaging to create McDonald’s Beer and Soda Container Holders partners with Beer
companies.
1. CREATE A REFRAME STATEMENT: Use the format below:
‘We used to think ‘X’, now we believe
‘Y’
2. VALUE PROPOSITION STATEMENT: Use the format below
‘Now that we believe ‘Y’, we will be delivering ‘Z’
value through NEW PRODUCT, SERVICES,
NETWORKS, PARTNERSHIPS, ETC… to the
consumer.
•
LIST CONSUMER/CUSTOMERS; SAME AS FOUND IN CONDITIONS – OR NEW?
•
•
•
•
NEW CUSTOMER BASE – LIST
NEW PRODUCTS – LIST
SERVICES – LIST
DESCRIBE NEW BUSINESS S (i.e.,INTERNET ONLY, SHOP AT HOME, NEW PARTNERSHIPS,
ETC…)
PHASE 3: IDEATION (I)
PURPOSE OF THE IDEATION PHASE: Create as many possibilities as possible that solve for the
REFRAME and VALUE statements which are wanted by the consumer, makes McDonald’s money, technically
feasible (realistic), is not addressed by competition and does no harm to the environment. Minimum 10 unique
ideas total per rubric are required. Reference The 10 Types of Innovation to ensure your ideas are diverse
beyond product solutions…
1. PROTOTYPES: ‘How Might We…’
•
•
•
•
•
Simple, descriptions of the idea…
Existing images found on-line which looks is like or depicts your idea.
Sketches/drawn images
Mock Websites
See examples below…
10 Types model below for reference…
PHASE 4: SELECT (S)
PURPOSE OF THE SELECT PHASE: You are now making a decision as a team on the one (1) single,
big idea chosen from the 10 IDEATION ideas which will propel McDonald’s into the future. Again, the selected
idea is wanted by consumers, makes McDonald’s money, builds the brand, technically feasible (realistic), is not
addressed by competition and does no harm to the environment. The top, big idea – ONLY
OUR WINNING BIG IDEA IS CALLED: (name)
1. INTRODUCTORY ‘ELEVATOR SPEECH’ PARAGRAPH OF THIS BIG IDEA (If it helps, use the
5E’s framework to script your story – included below)
•
DESCRIBE THE VALUE TO THE CONSUMER
•
DESCRIBE THE VALUE TO THE FTD BRAND
2. PROTOTYPES (copy from REFRAME phase where idea orginated)
•
•
•
Simple, descriptions of the idea
Existing images found on-line which looks is like your idea.
Sketches/drawn images
•
Mocked Up Websites
3. TECHNOLOGY ASSESSMENT
•
Reason to believe it’s technically possible: (List)
•
New technology using – if any.
4. LIVABILITY:
•
A plan to maximize sustainability: (List)
For reference, 5E’s framework is below…
5. BRAND BUILDING ROADMAP – An intentional, deliberate
plan for launching this big idea into the market.
‘FROM’ means what’s happening today in that category.
‘TO’ is the future-state which your new idea addresses.
Year 1 Activities: Focus on positively changing the
perception of McDonald’s and the trash they generate.
(HASSAN)
1.
Consumer/Experience
FROM:
TO:
2.
FROM:
TO:
Organizational/Brand
3.
Products
FROM:
TO:
4.
Services
FROM:
TO:
5.
Partnerships
FROM:
TO:
6.
Advertising/Promotion
FROM:
TO:
7.
Pricing
FROM:
TO:
8.
Technology
FROM:
TO:
Year 2 Activities: Build on Yr. 1 activities, and now
focus on making money and taking market share from
the competition.
1.
Consumer/Experience
FROM:
TO:
2.
FROM:
Organizational/Brand
TO:
3.
Products
FROM:
TO:
4.
Services
FROM:
TO:
5.
Partnerships
FROM:
TO:
6.
Advertising/Promotion
FROM:
TO:
7.
Pricing
FROM:
TO:
8.
Technology
FROM:
TO:
Year 3 Activities: Build on Yr. 1 & 2 activities, and now
focus on making money and taking market share from
the competition; expand your winning solution.
1. Consumer/Experience
FROM:
TO:
2. Organizational/Brand
FROM:
TO:
3. Products
FROM:
TO:
4. Services
FROM:
TO:
5. Partnerships
FROM:
TO:
6. Advertising/Promotion
FROM:
TO:
7. Pricing
FROM:
TO:
8. Technology
FROM:
TO:
Examples – for reference:
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