THE BRIEF

The McDonald’s team in Canada presented us with a great challenge – create ideas rooted in deep insight to increase our breakfast occasion traffic by building consumer habits and using coffee as the hero.

OUR PROCESS

We selected a cross-functional group of McDonald’s team members and Ignitor Jedis. We began the project reviewing volumes of proprietary breakfast research. After spending a week deeply engaging in the store experience and speaking directly with consumers, we translated all the powerful insight into actionable ideas.

RESULTS

We generated simple-to-execute ideas that increased store traffic by 25% vs. prior year and created ideas that improved highly profitable coffee volumes by more than 30%.

And…the team was left with new skills that could be re-applied to other projects and initiatives!