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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
Creating Value for Our Customers
20 learns & 20 challenges
Creating Value for Our Customers
20 learns & 20 challenges
A Full Interior Experience
A Full Exterior Experience
9
With an emphasis on
convenience and service
Creating Value for Our Customers
20 learns & 20 challenges
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
Creating Value for Our Customers
20 learns & 20 challenges
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
Creating Value for Our Customers
20 learns & 20 challenges
Training
for Strategy, Insights & Marketing
AND
new comers
Training5 Steps to a consumer focused planning process
Creating Value for Our Customers
20 learns & 20 challenges
Planning
&
Agility
20
Recession
Creating Value for Our Customers
20 learns & 20 challenges
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
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
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
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
“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
Creating Value for Our Customers
20 learns & 20 challenges
Be prepared with
multiple scenario’s
Develop alternative (pricing) scenarios based on environment
Creating Value for Our Customers
20 learns & 20 challenges
Strategy & Insights goes beyond
just marketing
Creating Value for Our Customers
20 learns & 20 challenges
Understand the
Competitive landscape
Assess the state of your competitive environment
33
Market share
Creating Value for Our Customers
20 learns & 20 challenges
Sum-up
Creating Value for Our Customers
20 learns & 20 challenges
Future related learn –
including Digital and Big data
Creating Value for Our Customers
20 learns & 20 challenges
Culture comes before
Customer centricity
&
From board to crew room
Culture comes before Customer (centricity)
Creating Value for Our Customers
20 learns & 20 challenges
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.
Creating Value for Our Customers
20 learns & 20 challenges
Customer Immersion
&
Incl. management and franchisers
Immersion with customers
Immersionwith customers
Creating Value for Our Customers
20 learns & 20 challenges
Unlocking data (incl DQ)
&
Local vs global perspective
45
Where We Started
Creating Value for Our Customers
20 learns & 20 challenges
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
Creating Value for Our Customers
20 learns & 20 challenges
BIG data:
Start small – think big – scale fast
Creating Value for Our Customers
20 learns & 20 challenges
BIG data:
Understand benefits
Understand benefits available from the different types of data
Creating Value for Our Customers
20 learns & 20 challenges
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
Creating Value for Our Customers
20 learns & 20 challenges
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
Creating Value for Our Customers
20 learns & 20 challenges
Big & Bold activities
&
Test and learn
Digital & World cup activation
Be Ready, Be Bold, Be Real
Q&A
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