From McFlurries to celebrities’ favorite meals, McDonald’s is the leading innovator in QSR. But before firing up its test kitchens, McDonald’s looks to its “secret sauce” to ideate on its next great product offering.
McDonald’s partnered with Zappi’s concept-testing solution to establish a research system that unlocks fast iteration at different stages of the development process. Because of its systems-led approach, McDonald’s took its innovation process one step further: the brand can use historic data to “predict” what will matter to consumers and use this to design its next great product.
Here’s how:
Dynamic benchmarking: a consistent tagging taxonomy enables McDonald’s to tap into meta-analysis of past innovations – across products, regions, demographics – to proactively identify high-performing concepts. By seeing meta-analyses of product features that perform well, McDonald’s can start every new innovation process with an in-depth understanding of the trends in consumer preference.
A systems approach to up-level insights teams: Because of its systems-led approach, McDonald’s enables its insights teams to spend less time managing projects and more time influencing consumer-centered product ideas and serving as strategic consultants to the business.
In this talk, McDonald’s and Zappi will discuss how their partnership enabled the brand to become more agile and increase ROI on new product innovation. The speakers will discuss case studies of this approach in action and deliver an actionable framework for how to build a systems-led approach to product innovation.
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