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Creating Value for Our Customers20 learns & 20 challengesAart Labee - Director Strategy & Insight - McDonald’s Europe
McDONALD'S EUROPEat a glance
How Will We Differentiate?Good Food FastFast Food to.Delivered By A Modern, Progressive Burger CompanyActivated by “Plan To Win”Winning for our t
Creating Value for Our Customers20 learns & 20challengesStrategy framework&Freedom in the framework
Creating Value for Our Customers20 learns & 20challenges
A Full Interior Experience
A Full Exterior Experience
With an emphasis onconvenience and service9
Creating Value for Our Customers20 learns & 20challengesClear role forStrategy & Insight function
STRATEGY & INSIGHT DEPARTMENTINSPIRE S&I role, brand vision,growth driversSHARE Best practices, expertiseSUPPORT Tools, methods, training13STRATEGY & INSIGHT TEAM 2012*2013 PRIORITIES
STRATEGY & INSIGHT DEPARTMENT - PYRAMID
Creating Value for Our Customers20 learns & 20challengesAlignment cross-borders&across disciplines
Alignment: we share more than 25 toolsTo talk the same language when looking at our business Food Validation Process Price Sensitivity Study Corporate Barometer Advanced pricing (RMS) Qualitative Brand Audit Ticket Detailed Analysis (TDA) Common understanding of current business Common vision of its drivers Common growth platforms
Creating Value for Our Customers20 learns & 20challengesTrainingfor Strategy, Insights & MarketingANDnew comers
Training5 Steps to a consumer focused planning process
Creating Value for Our Customers20 learns & 20challengesPlanning&Agility
Recession20
Creating Value for Our Customers20 learns & 20challengesListening to your customers&Customer journey
Listening AND meaning
So, how do we listen tocustomers?And how do we understandwhat they need?How do we create insight?
The customer journeyPre VisitApproach to RestaurantRestaurant EntranceApproach to CounterAt CounterJourney to TableAt TableVisit to PlaygroundExiting Restaurant
The Child’s Journey: Goes from building excitement, toqueue boredom and ends in the climax of the playgroundPre VisitAnticipation & excitementApproach to Restaurant“What toys willthey have?”“I can’t wait to go to theplayground!”“I’ll be able to haveyummy fries!”Restaurant EntranceApproach to CounterBoredom & frustrationBuilding excitement againAt CounterJourney to TableRelief then restlessnessAt TableExcitement, fun & playVisit to PlaygroundDisappointmentExiting Restaurant“Why is it takingso long!”“I hope I have theright toy”“Hooray yummy food and a toy!”“Let’s go sliding!”“Oh no! It’s time to leave”
The Mum’s Journey: Although her motivation is abouttreating she is very tasked focussed with a clear“I feelfoodmissiona bit guilty.butTask focussedApproach to RestaurantRestaurant EntranceApproach to CounterAt CounterJourney to TableAt TableRelaxed & relievedVisit to PlaygroundTask focussedthey’re happy”Pre VisitFeeling good about treatingExiting Restaurant“What willthey eat?”“How busy isit?”“What toy do they want?”“Don’t go too faraway from me!”“Where shall wesit?”“Food first, playgroundsecond”“I can relaxnow!”“We’ve had a good time,let’s go now!”
Upgrading Kids and Family Environment
Creating Value for Our Customers20 learns & 20challengesBe prepared withmultiple scenario’s
Develop alternative (pricing) scenarios based on environment
Creating Value for Our Customers20 learns & 20challengesStrategy & Insights goes beyondjust marketing
Creating Value for Our Customers20 learns & 20challengesUnderstand theCompetitive landscape
Assess the state of your competitive environmentMarket share33
Creating Value for Our Customers20 learns & 20Sum-upchallenges
Creating Value for Our Customers20 learns & 20challengesFuture related learn –including Digital and Big data
Creating Value for Our Customers20 learns & 20challengesCulture comes beforeCustomer centricity&From board to crew room
Culture comes before Customer (centricity)
Creating Value for Our Customers20 learns & 20challengesUnderstanding trends&Translate to your business
Trend Framework OverviewFoodTrendsTrendsDriversConsumers are affected by external forces – Drivers.Changes in attitudes and behaviours are manifested as Trends.These play out differently in different sectors – including Food.
Creating Value for Our Customers20 learns & 20challengesCustomer Immersion&Incl. management and franchisers
Immersion with customers
Immersionwith customers
Creating Value for Our Customers20 learns & 20challengesUnlocking data (incl DQ)&Local vs global perspective
Where We Started45
Creating Value for Our Customers20 learns & 20challengesTransform data into information&Tell the story and give perspective
Data & Analytics focus across 4 dimensions47Enhanced reporting & analyticsVisualization & MobilityPrice/P-mix trackerDecomp TrackingFlexible & InsightfulBig data & granularitySingle Engage Marketing and Operationssourceof truthShared tools & knowledgeGoogle mapsInternal: Transaction dataExternal: Google, socialCard info: VISA, MC, online orderingConnecting the dotsCreate efficiency & alignment
Creating Value for Our Customers20 learns & 20challengesBIG data:Start small – think big – scale fast
Creating Value for Our Customers20 learns & 20challengesBIG data:Understand benefits
Understand benefits available from the different types of data
Creating Value for Our Customers20 learns & 20challengesBIG data:Segmentation&Applicability
Create granular insights into purchasing patterns based on:what, who, where and whenWhat: The combination of productWho: The size of the group inpurchased gives insight intoconsumer needs and preferencescombination with products sold canindicate different parties servedorWhatWhoWhenWhereWhen: The time of purchaseWhere: Consumers can showindicates what the product will beused for (breakfast/lunch/dinner/snack)different behaviour when orderingat the drive-thru vs. the counter52
Transaction analysis revealed 16 distinct segments - exampleIce Cream OnlySnack1 personRecreatorsAll day2 personsAfternoon break1 person(Dessert,Drinks )Breakfast53Core EVMLunching1 personHappy MealOnly All day1 personGC 1.5%Sales 0.7%Family(EVM HM)Lunch & DinnerFish OnlyAll dayEntree All dayDrinks OnlySnack1 personCoffeeduring SnackChicken Snack& Lunch1 personCore EVMDiningCore EVM &DessertLunchingPremium EVMLunching1 personChicken & SaladLunching1 person
Creating Value for Our Customers20 learns & 20challengesConnect the data&From Mass McDonald’s toMy McDonalds
Increasing customer expectations demands we reach customers with relevantmessages along the customer journey, enabled by analyticsRecognitionReachUse analytics on the new data sources torecognize new consumers and unmet needsof existing consumers To engage someone, youneed to know them You remember when youlast met You remember what youdiscussed And you know them acrosscontextsUse digital, social and mobile media toreach the recognized consumers To talk to them, you haveto find them Know when to approach Know how often to reachConnect with consumers by offering relevantpersonalized experiencesRelevance Remember what didn’t matter To engage them, you have tomatter to them Learn what matters- 55 -
Creating Value for Our Customers20 learns & 20challengesBig & Bold activities&Test and learn
Digital & World cup activationBe Ready, Be Bold, Be Real
Q&A
Aart Labee - Director Strategy & Insight - McDonald’s Europe Creating Value for Our Customers 20 learns & 20 challenges. McDONALD'S EUROPE at a glance . How Will We Differentiate? Fast Food to. Good Food Fast Delivered By A Modern, Progressive Burger Company Activated by “Plan To Win” Winning for our customers people products places prices promotions planet. Strategy framework .
