Creating Value for Our Customers - Deloitte · Creating Value for Our Customers 20 learns & 20...

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

&

Freedom in the framework



A Full Interior Experience

A Full Exterior Experience

9

With an emphasis on

convenience and service



Clear role for

Strategy & Insight function

STRATEGY & INSIGHT DEPARTMENT

INSPIRE

•S&I role, brand vision, growth drivers

SHARE

•Best practices, expertise

SUPPORT

•Tools, methods, training

STRATEGY & INSIGHT TEAM 2012*2013 PRIORITIES

13

STRATEGY & INSIGHT DEPARTMENT - PYRAMID



Alignment cross-borders

&

across disciplines

Alignment: we share more than 25 toolsTo talk the same language when looking at our business

� Price Sensitivity Study

� Advanced pricing (RMS)

� Ticket Detailed Analysis (TDA)

� Food Validation Process

� Corporate Barometer

� Qualitative Brand Audit

� Common understanding of current business

� Common vision of its drivers

� Common growth platforms



Training

for Strategy, Insights & Marketing

AND

new comers

Training5 Steps to a consumer focused planning process



Planning

&

Agility

20

Recession



Listening to your customers

&

Customer journey

Listening AND meaning

So, how do we listen to

customers?

And how do we understand

what they need?

How do we create insight?

The customer journey

Pre VisitPre Visit

Approach to RestaurantApproach to Restaurant

Restaurant EntranceRestaurant Entrance

Approach to CounterApproach to Counter

At CounterAt Counter

Journey to TableJourney to Table

At TableAt Table

Visit to PlaygroundVisit to Playground

Exiting RestaurantExiting Restaurant

The Child’s Journey: Goes from building excitement, to

queue boredom and ends in the climax of the playground

Anticipation & excitement

Boredom & frustration

Building excitement again

Relief then restlessness

Pre VisitPre Visit






At TableAt Table



Excitement, fun & play

Disappointment

“I can’t wait to go to the

playground!”

“I can’t wait to go to the

playground!”

“What toys will

they have?”

“What toys will

they have?”

“I’ll be able to have

yummy fries!”

“I’ll be able to have

yummy fries!”

“Why is it taking

so long!”

“Why is it taking

so long!”

“I hope I have the

right toy”

“I hope I have the

right toy”

“Hooray…yummy food and a toy!”“Hooray…yummy food and a toy!”

“Let’s go sliding!”“Let’s go sliding!”

“Oh no! It’s time to leave”“Oh no! It’s time to leave”

The Mum’s Journey: Although her motivation is about

treating she is very tasked focussed with a clear food mission

Feeling good about treating

Task focussed

Relaxed & relieved

Task focussed

Pre VisitPre Visit






At TableAt Table



“I feel a bit guilty...but

they’re happy”

“I feel a bit guilty...but

they’re happy”

“What will

they eat?”

“What will

they eat?”

“Don’t go too far

away from me!”

“Don’t go too far

away from me!”

“Where shall we

sit?”

“Where shall we

sit?”

“Food first, playground

second”

“Food first, playground

second”

“I can relax

now!”

“I can relax

now!”

“We’ve had a good time,

let’s go now!”

“We’ve had a good time,

let’s go now!”

“How busy is

it?”

“How busy is

it?”

“What toy do they want?”“What toy do they want?”

Upgrading Kids and Family Environment



Be prepared with

multiple scenario’s

Develop alternative (pricing) scenarios based on environment



Strategy & Insights goes beyond

just marketing



Understand the

Competitive landscape

Assess the state of your competitive environment

33

Market share



Sum-up



Future related learn –

including Digital and Big data



Culture comes before

Customer centricity

&

From board to crew room

Culture comes before Customer (centricity)



Understanding trends

&

Translate to your business

Dri

ve

rsTr

en

ds

Fo

od

Tre

nd

s

Trend Framework OverviewConsumers are affected by external forces – Drivers.

Changes in attitudes and behaviours are manifested as Trends.

These play out differently in different sectors – including Food.



Customer Immersion

&

Incl. management and franchisers

Immersion with customers

Immersionwith customers



Unlocking data (incl DQ)

&

Local vs global perspective

45

Where We Started



Transform data into information

&

Tell the story and give perspective

Data & Analytics focus across 4 dimensions 47

Enhanced reporting & analytics

Big data & granularity

Visualization & Mobility

Shared tools & knowledge

Flexible & Insightful Engage Marketing and Operations

Connecting the dots

Google maps

Create efficiency & alignment

Internal: Transaction dataExternal: Google, social

Card info: VISA, MC, online ordering

Single

of truth

Single source of truth

Decomp Tracking

Price/P-mix tracker



BIG data:

Start small – think big – scale fast



BIG data:

Understand benefits

Understand benefits available from the different types of data



BIG data:

Segmentation

&

Applicability

Where: Consumers can show

different behaviour when ordering at the drive-thru vs. the counter

Who: The size of the group in

combination with products sold can indicate different parties served

When: The time of purchase

indicates what the product will be used for (breakfast/lunch/dinner/snack)

Create granular insights into purchasing patterns based on:

what, who, where and when

52

When Where

What Who

or

What: The combination of product

purchased gives insight into consumer needs and preferences

Transaction analysis revealed 16 distinct segments - example

53

Coffee during Snack

Breakfast

Core EVM Lunching 1 person

Core EVM Dining

Premium EVM Lunching 1 person

Core EVM & Dessert

Lunching

Chicken & Salad Lunching 1 person

Afternoon break1 person (Dessert,Drinks ) Entree All day

Fish Only All day

Family (EVM+HM)

Lunch & Dinner

Chicken Snack & Lunch 1 person

RecreatorsAll day

2+ persons

Ice Cream Only Snack

1 person

Happy Meal Only All day

1 personGC 1.5%

Sales 0.7%

Drinks Only Snack

1 person



Connect the data

&

From Mass McDonald’s to

My McDonalds

- 55 -

Increasing customer expectations demands we reach customers with relevant

messages along the customer journey, enabled by analytics

Use analytics on the new data sources to

recognize new consumers and unmet needs

of existing consumers

Use digital, social and mobile media to

reach the recognized consumers

Connect with consumers by offering relevant

personalized experiences

Recognition

Relevance

Reach

� To engage someone, you need to know them

� You remember when you last met

� You remember what you discussed

� And you know them across contexts

� To talk to them, you have to find them

� Know when to approach

� Know how often to reach

� Remember what didn’t matter

� To engage them, you have to matter to them

� Learn what matters



Big & Bold activities

&

Test and learn

Digital & World cup activation

Be Ready, Be Bold, Be Real

Creating Value for Our Customers - Deloitte · Creating Value for Our Customers 20 learns & 20...

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