MacDonalds Study - City Radar TOKYO

F&D trends

Business priorities

F&D trends

Business priorities

More straightforward

…with new information

F&D trends

Business priorities

Former layoutProduct ID

F&D trends

Business priorities

MORE SPACE FOR THE DIFFERENTPRODUCT SCANS

CONDENSED INFORMATIONPANEL

Product ID

SIMILAR CONCEPTSWHERE NEEDED

F&D trends

Business priorities

WHAT'S

NEW?

NEW ICONSBusiness priorities

NEW CONSUMER PLATFORM ITEMS:� On the spot � Office/home� On my way

No more mapping

ADVENTURETREAT/REWARD

SOCIALFRIENDS

REFUELINGLIGHT EATING

LIFT ESCAPE

ONLY THE TOP CONSUMER NEED

F&D trends

Business priorities

Place ID

Former layout

F&D trends

Business priorities

Place IDCONDENSED

INFORMATION PANEL

A SPECIAL "PLACE FOCUS CORNER"

F&D trends

Business priorities

WHAT'S

NEW?

NEW ICONSBusiness priorities

THE CONSUMER NEED IS INTEGRATED IN TO THE PLACE DASHBOARD

No more mapping

ADVENTURETREAT/REWARD

SOCIALFRIENDS

REFUELINGLIGHT EATING

LIFT ESCAPE

F&D trends

Business priorities

More straightforward

More ergonomic

Designed for the screen

…To complement the book

F&D trends

Business priorities

ww

Market driver

Chapter headings

Book page

number

Type of

double page

spread

Product

focus

Business

priorities

F&D

trends

Driver headings

-product ID

-place ID

-focus on

F&D trends

Business priorities

+ Learning McDonald's

Start !

McDonald's

new product

opportunity

Business priority

concerned

Market driver

Chapter headings

Product

focus

Driver headings

Book page

number

Type of

double page

spread-product ID

-place ID

-focus on

F&D trends

Business priorities

TOKYOPARIS

F&D trends

Business priorities

CITY PULSE

F&D trends

Business priorities

ON THE GO

F&D trends

Business priorities

FINGER ATTITUDE

F&D trends

Business priorities

BAKERY

F&D trends

Business priorities

NEWPLAYERS

F&D trends

Business priorities

RE-DESIGNTRADITION

F&D trends

Business priorities

SMARTSYSTEMS

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

-DIY -MECCANOFOOD-TAKE THE PLUNGE-CUPFRUIT-A TICKET TO EAT-THE KIT CAKE-TAKE LUNCH IN THE FAST LANE-THE A-BENTO-NABLE SNOWMAN-STACK LUNCH-SMART SAMPLING-THE MUST-HAVE ACCESSORY-STAIRWAY TO HEAVEN

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


DIYDivide and conquer…the pleasure

PRODUCT ID

P 22

Sugar syrup

Flavoured jelly cubes

Red bean jelly

Red bean paste

Sweet rice paste sticks

Lightly flavoured seaweed jelly

LEARNING McDONALD'S

• Instigate compartment foods•Bring back the genuine joy of kid's food construction•Retain optimum freshness

McDonald's new product opportunity

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


MECCANOFOOD

• Nutritional equation

• Layered combinations

• Your meal, you decide

• Create a new pleasure zone

• Partition textures

FOCUS ON

P 24

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


TAKE THE PLUNGEDrink the cake not the juice

PRODUCT ID

P 26

LEARNING McDONALD'S

• Activate the dunk cake• Trigger the sink and sup cup• Launch the liquid/sponge/cream trio• Free the fruit explosion


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


CUPFRUITPioneer very basic fruit snack pleasures

PRODUCT ID

P 28

Soja ice cream Soja ice creamBlack bean

Carrot+

Grapefruit+

orange

LEARNING McDONALD'S

• Encourage recipe exploration• Sign a new gesture code• Investigate fruit versatility• Enjoy fresh mixes


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


A TICKET TO EATExploring ultimate efficiency for busy people

Business priorities

PLACE ID

P 30

LEARNING McDONALD'S

• Create a streamlined service• Stretch the term "fast food" to the extreme• De-congest the counter rush hour

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


THE KIT CAKEEnergise the filling process

PRODUCT ID

P 32

LEARNING McDONALD'S

• Orchestrate a schoolyard craze• Maintain food crispness• Launch filling combinations possibilities


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


TAKE LUNCH IN THE FAST LANEIntroduce a less waiting, more eating, time system

PLACE ID

P 34

Business priorities

DEAR.SOUP

cheeseburgersoup

rice

caramelised sweet potato

LEARNING McDONALD'S

• Invent a ready-to-grab combo offer• Accelerate the fast food vehicle• Eliminate the need for decisions

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


THE A-BENTO-NABLE SNOWMANInject joy in boxed lunches

PRODUCT ID

P 36

beef

mushroom

rice

egg

dumpling

radish

beansdumpling

roast pork

surimi

LEARNING McDONALD'S

• Market playful characters• Own a new snack box collection trend• Promote school bag lunch portability• Bring fun to the lunch table


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


STACK LUNCHFreshly mixed for a fresh taste

PRODUCT ID

P 38

rice

vegetables

LEARNING McDONALD'S

• Reconciliate fresh mixing and fast food• Own this new meal system• Change fast food perceptions


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


SMART SAMPLINGMulti-choice in multi-simplicity

PRODUCT ID

P 40

rice

tonkatsuchicken

pumpkin

salmon piece coleslaw

fresh vegetables

sweet potatodumpling

beans

LEARNING McDONALD'S

• Obliterate the need for decisions• Make fast food clean and business friendly• Instigate a balanced diet• Re-invent the office food benchmark


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


THE MUST-HAVE ACCESSORYDeveloping a new café combo

PRODUCT ID

P 42

LEARNING McDONALD'S

• Be the first to launch specific beverage duos• Invent the spirit of a coffee food• Explore the pleasure combination


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


STAIRWAY TO HEAVENAn all in one texture journey

PRODUCT ID

P 44

LEARNING McDONALD'S

• Delight in density ranges• Indulge in multi-tiered pleasures• Go vertical• Invest in a fresh flavour climbing wall


F&D trends

Business priorities

RED & WHITE BEAN SCAN

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

1-NEW VALUE SYSTEM2-EDGY PORTABILITY

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

-TREATS IN THE PIPELINE-GO DUO-THE VITAMIN DOCTOR-URBAN RICE VIBRATIONS-SCHOOL OF PORTABILITY-ICE CREAM BITE-ROLL UP! ROLL UP!-PUT THE FOCUS ON FRUIT-VEG IN THE CITY-BREAK THE MOULD-TOKEN TOTEM

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


TREATS IN THE PIPELINEReplay beverage size and gesture for kids

PRODUCT ID

P 50

LEARNING McDONALD'S

• Create a fresh and fun drinking experience• Own this new gesture code• Embark on experimental display• The first step on designing beverage packaging for kids


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


GO DUOInstall the new combination codes

PRODUCT ID

P 52

LEARNING McDONALD'S

• Champion eat/drink portability• Celebrate liquid/solid combinations• Promote single-handed on the go refueling• Twist existing packaging concepts


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


THE VITAMIN DOCTORPromoting liquid health remedies

PRODUCT ID

P 54

LEARNING McDONALD'S

• Pioneer therapeutic treats• Champion dense liquidity• Trigger colourful ranges in portable modes• Instigate a modern on-the-go blend of natural treats


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


URBAN RICE VIBRATIONS FOCUS ON

P 56

RICE DOUGH

+ black sesame stuffing

+ peanut stuffing

+ red bean stuffing

+ red bean & chrysanthenumtopping

+ red bean sauce

+ Caramelised

soy sauce

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


SCHOOL OF PORTABILITYExplore hot basics in an on-the-go system

PRODUCT ID

P 58

LEARNING McDONALD'S

• Work out rigid crepes to enable hot food portability• Mass market edible wrappings• Create natural, handheld, containing systems


pasta bolognaise

tacos sausage

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


ICE CREAM BITEEncapsulate a classic cold emotion in a crispy nomadic mode

PRODUCT ID

P 60

LEARNING McDONALD'S

• Invent ice cream bites• Initiate a fresh gesture code• Instigate mix and match shell flavors• Control the ice cream drips


F&D trends

Business prioritiesBusiness priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


ROLL UP! ROLL UP!Capitalise on a crepe as an on-the-go solution

PLACE ID

P 62

LEARNING McDONALD'S

• Promote all-in-one edible integrated container• Launch sophisticated mixes• Give salads new on-the-go status• Explore the vertical simplicity

CAFE CREPE

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


PUT THE FOCUS ON FRUITRe-discover fruit in a joyful consumption mode

PRODUCT ID

P 64

LEARNING McDONALD'S

• Think fresh• Celebrate the cool crisp taste• Install beneficial fresh snacks• Give fruit a fast food status


canteloupe melon

honeydew melon

strawberries

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


VEG IN THE CITYDelight in beneficial pleasures

PRODUCT ID

P 66

LEARNING McDONALD'S

• Re-evaluate fundamental produce• Drive natures own colour spectrum• Revel in vegetable's exciting portability• Challenge taro's versatility


hot taro

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


BREAK THE MOULD FOCUS ON

P 68

INVEST IN LIQUID/SOLID

DUALITY

ENDORSE DAILY DOSE SNACKS

PACKS

REVEL IN NOURISHING MOUTHFULS

ICE CREAM

JELLY FOOD

JELLY DRINK

WATER

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


TOKEN TOTEMShape up story snacking

PRODUCT ID

P 70

LEARNING McDONALD'S

• Launch character trends• Explore seasonal designs• Install taste/shape guessing games• Develop filling inventions for kids


red bean stuffing

F&D trends

Business priorities

SOY SCAN

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

2-EDGY PORTABILITY3-TACTILE HARMONY

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

-RAISE THE BAR-BANANA MESSENGER-SMOOTH BITE CONSTRUCTIONS-ENJOY THE DRY MARKET-BABY SOFT

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


RAISE THE BAR FOCUS ON

P 76

taro paste

orange, pumpkin, earl grey, chocolate & plain cheesecakes

cumin sticks

green tea & red bean bars

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


BANANA MESSENGERPromote healthy and balanced breaks in the form of natural shapes

PRODUCT ID

P 78

banana shape

banana flavour

banana colour

banana word

banana & white bean


LEARNING McDONALD'S

• Overwhelm the senses• Re-inventing the magic of nature• Release banana's potential


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


SMOOTH BITE CONSTRUCTIONS

FOCUS ON

P 80

rice & cod roe tempura

rice & cod roetrianglesweet potato

salted red bean

salmon roe

sesame

shrimp tempura

wasabi & cucumber

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


ENJOY THE DRY MARKETYou've never snacked so healthily

PRODUCT ID

P 82

carrot

lotus root

pumpkin

taro

bean

transparency

LEARNING McDONALD'S

• Take a creative healthy stand on all day snacks• Build on natural colour displays• Keep the crisp, clean the product


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


BABY SOFT FOCUS ON

P 84

F&D trends

Business priorities

SWEET POTATO SCAN

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

3-TACTILE HARMONY4-REPLAY BASICS

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

-FRUIT SANDWICH-THE MELTING POT BURGER-THE FAST FOOD HOLY GRAIL-WHEN THREE CLASSICS MEET-IT'S PANDA-MONIUM!-"HAMBURGER IS MY LIFE"-RICE BUNS

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


FRUIT SANDWICHThe best thing since sliced bread

PRODUCT ID

P 90

fresh cream cheese+blueberry

fresh cream cheese + apricot + pineapple

fresh cream cheese + strawberry

LEARNING McDONALD'S

• Triumph in healthy/tasty combos• Champion soft/smooth/crunch texture arrangements• Celebrate fruit pie sandwiches


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


THE MELTING POT BURGERMeat & two veg in a bun

PRODUCT ID

P 92

LEARNING McDONALD'S

• Start the hottest gesture code• Launch the happy mix• Exult knife and fork exile• Stretch the burger zone


veg, meat, cheese & gravy

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


THE FAST FOOD HOLY GRAILImagining the future

PRODUCT ID

P 94

LEARNING McDONALD'S

• Open up one bite sensations• Re-develop the basics• Rejoice in fingerfood• Invent a new classic


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


WHEN THREE CLASSICS MEETEmpowering bread

PRODUCT ID

P 96

LEARNING McDONALD'S

• Embrace unusual food group mergers• Pioneer no cutlery dining• Capture flowing food


bread

crepe

noodles

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


IT'S PANDA-MONIUM!Introduce personality foods

PLACE ID

P 98

Business priorities

green tea cream

LEARNING McDONALD'S

• Explore character food opportunities• Install toy collection trends• Contemplate add-on possibilities• Animate kids food

ARUMAD

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


"HAMBURGER IS MY LIFE"What I eat is what I am

PLACE ID

P 100

Business priorities

LEARNING McDONALD'S

• Get people to be part of the recipe• Educate on nutritional values• Put the emphasis on health• Teach nutrition through a story telling process

MOS BURGER

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


RICE BUNSThe breadless bun

PRODUCT ID

P 102

rice

onions

cutted pork

ginger

LEARNING McDONALD'S

• Merge basic premiums• Salute contemporary diet trends• Rejoice in international staples• Lead the no bread exploration


F&D trends

Business priorities

MACHA & GREEN TEA SCAN

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

4-REPLAY BASICS

5-BREAD PREMIERE

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

-SWEET BREAD CATWALK-SANDOICCHI-CRISPY MOONS-PLAYFUL SHAPES-BREAD RAFT-ARCHI-TEXTURE: SURFACE EFFECTS-ARCHI-TEXTURE: EMOTIONS-MOTHER'S LITTLE HELPER-PROTE'IN BREAD MORPHING-OPEN HEARTED EMOTION-UNDERCOVER HEALTH

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


SWEET BREAD CATWALKFertilise bread potential

PRODUCT ID

P 108

Bread cake cubes

Sweet baguette

French loaf slice, stuffed with strawberries

and cream

Chocolate french toast

LEARNING McDONALD'S

• Relish bread as dessert• Revolutionize bread's silhouette• Maximize this basic's verticality• Launch the flavour vessel


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


SANDOICCHI FOCUS ON

P 110

SIZE AND FORM

-MINIMALISM

-PACKAGED BITES

-CUSTOMISED PACKAGING

-MAKI/SUSHI IMPACT ON SANDWICH CULTURE

F&D trends

Business priorities

Pumpkin

Chestnut

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


CRISPY MOONSPromote on-the-go bite excellence

PRODUCT ID

P 112

Maple syrup

Caramel flakes

Plain

LEARNING McDONALD'SMcDonald's new product opportunity

• Intensify fresh filling explosions• Challenge guess centers• Create a taste journey• Drive tactile pleasures• Exploit the crisp/creamy divergence

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


PLAYFUL SHAPES FOCUS ON

P 114

BUTTER BREAD RED & WHITE BEAN STUFFING

MACADAMIA NUT BREAD

RED BEAN & ALMOND STUFFING

APPLE BRIOCHE

open> close<

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


BREAD RAFT When bread plays the pizza role

PRODUCT ID

P 116


• Reposition core elements• Challenge bread use• Give potato a new platform• Combine existing mass-market players

Pie sauce

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


ARCHI-TEXTURE:SURFACE EFFECTS

FOCUS ON

P 118

NEW BUN LANGUAGE

-RUSTIC TEXTURE

-SHAPING

-PATTERNISATION

UNEVENLYBULBOUS

APEXFOCUS

WORKEDSURFACE

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


ARCHI-TEXTURE:EMOTIONSFOCUS

ON

P 120

NEW COLOUR DRIVERS

- RUGGED TEXTURES - MYSTERIOUS FEEL- HUE INTENSITIES

GRANULAR

MARBLED

BEAUTYSPOTS

TEXTURED

BROKENGROUND

AGGLUTINATEDPOLKA-DOT

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


MOTHER'S LITTLE HELPERRevolutionise the sandwich building pleasure process

PRODUCT ID

P 122


• Make lunch a joyful experience for kids• Promote supreme freshness• Explore flat-pack DIY portability• Instigate a new building platform

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


PROTE'IN BREAD MORPHING

FOCUS ON

P 124

sausagesausage & cheesesausageEgg, ham & cheese

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


OPEN HEARTED EMOTIONTell a core story

PRODUCT ID

P 126

LEARNING McDONALD'S

• Induce a drink/eat gesture code• Champion texture juxtapositions• Market new food epicentres• Release the warm-hearted pleasure


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


UNDERCOVER HEALTHUse bread to promote a balanced diet

PRODUCT ID

P 128

LEARNING McDONALD'S

• Enfold stuffings• Facilitate vegetable consumption• Challenge meal mouthfuls


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

5-BREAD PREMIERE6-I.E.O. OUTSIDERS

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS

-NEON LIGHTS-SMOOTHIE BREAKFAST-PASTA VERSATILITY-THE MILKLESS MILK-VEG' SALON-SWEET FRIES-CAKE MACHINE-CONVERTIBLE BITE-COMMUTER FARE

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


NEON LIGHTSEnjoy the fun

PRODUCT ID

P 132

Orange juice, mango, lemon

Green soda

Grenadine, strawberry

LEARNING McDONALD'S

• Intensify hue ranges• Manage fruit juice / cream contrasts• Stimulate recipe conception• Develop more festive beverage offers


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


SMOOTHIE BREAKFASTSlurp & chomp brekkie !

PRODUCT ID

P 134

LEARNING McDONALD'S

• Empower the fruit, drink and cereal mix• Maximize infinite blending recipes• Stretch the boundaries of conventional day-starter• Build a new blending experience opportunity


3 berries, marshmallow & cornflakes

Watercress, maple yoghurt

& cornflakes

Orange, mango& biscuit

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


PASTA VERSATILITYOn-the-go refueling pockets

PRODUCT ID

P 136

LEARNING McDONALD'S

• Catwalk seasonal colours• Expose a surprise interior• Design striking contrasts• Venture on-the-go snacking duos


Plain mochi Chrysanthem mochi

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


THE MILKLESS MILKCreate an alternative solution to outperform milk

PRODUCT ID

P 138

LEARNING McDONALD'S

• Make milk more interesting• Promote nature in its diversity• Potentialize healthy alternatives• Allow people to enjoy new liquid capabilities


Whole rice, Toffee & ginger

Whole rice, Black rice & sesame

Whole rice, Sweet potato

Whole rice, Sugar & black sugar

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


VEG' SALONWhat you see is what you experience

PLACE ID

P 140

Business priorities

VEG INSPIRED LAMPS BODY CARE APPROACH

FRESHNESS LABORATORY EVERYTHING IS WHITE AND BRIGHT

LEARNING McDONALD'S

• Promote five a day goodness• Endorse recipe experimentation• Champion drink meals• Install an immediate nature sensation showroom

VEGETARIA

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


SWEET FRIESThey're not just for main course

PRODUCT ID

P 142

Grilled and caramelised sweet potatoes

LEARNING McDONALD'S

• Explore frie alternatives• Introduce a frie based snacking mode• Vary glaze and toppings to enrich customer choice


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


CAKE MACHINEIntroduce production magic to build customer experience

PLACE ID

P 144

Business priorities

LEARNING McDONALD'S

• Create an entertaining focus point• Infuse excitement in food• Enthrall young customers• Invent an open factory like an open kitchen

F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


CONVERTIBLE BITEExplore a new open air stuffing mode

PRODUCT ID

P 146

red bean

rice

LEARNING McDONALD'S

• Play up reverse stuffing / coating roles• Stimulate desire through content windows• Playground to vary colours and textures• Grab the opportunity to mix and match colour and taste


F&D trends

Business priorities

1-NEW VALUE SYSTEM

2-EDGY PORTABILITY

3-TACTILE HARMONY

4-REPLAY BASICS

5-BREAD PREMIERE

6-I.E.O. OUTSIDERS


COMMUTER FARESandwich the main course

PRODUCT ID

P 148

salad

bread cutlet

LEARNING McDONALD'S

• Tightly boxed to retain product integrity• Resize lunch ergonomics• Ideal fusion between hot food and bread• Shield the culinary pleasures


F&D trends

Business priorities

WINS… …CITY RADAR TOKYO

F&D trends

Business priorities

THANK YOU

MacDonalds Study - City Radar TOKYO

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Transcript of MacDonalds Study - City Radar TOKYO