We have ketchup in our blood
The challenge was to design and execute a contemporary website for McDonald’s Switzerland. One that meets the tastes of a young target group in the form of a consistent “mobile first” application. The page should also clearly translate the campaign language “Enjoy the now” both in terms of visuals and usability. And in a playful and never seen before way. A further objective: to illustrate the product diversity, the origin of the respective ingredients, their value-added chain and nutritional values in a fresh and trustful manner – so that McDoubters will also be fed up of their eternal finger-pointing in the long run.
“Enjoy the now” – in the here and now! The new brand image for McDonald’s focuses on the time of use. The user is always inspired by an appropriate holistic frame of mind: by moods, menu recommendations up to the right form of address. This sleek and intuitive page gives absolutely everyone the right time for their McDonald's moment. The supervising editors and contributing agencies, too. That is because they can update and manage any given content in three languages thanks to the intuitive CMS and modular architecture.
An Overview of the Website
Tasty to look at on any device: the new McDonald’s presence. It is loud and clear in bringing the “Enjoy the now” campaign slogan to life with an interplay of smooth sense of time and clear facts – day and night in a targeted manner.
The ravages of time: Through a systematic adaptive appearance, the homepage approaches the specific moments of the user by tailoring recommendations, information and moods according to the time of day and audience.
Everything at a glance: with the newly arranged menu. Designed in such a way that it is immediately self-explanatory – with regard to a planned online ordering and coordinated with the in-store terminals.
Up to date: Every item of food and every drink is always transparently labelled with all the nutritional values and allergens. And because the data infrastructure has been completely overhauled, continuous input of new information is a piece of cake.
Reach the desired ingredient in one tap: now possible with the gut-feeling emojis. Instead of a conventional product filter, the young target group can now quickly navigate through the various products using familiar emoticons.
Bring a brand playfully to life: by means of elaborate info boxes that deliver the McDonald’s insights in an unobtrusive, colourful and light-hearted way. The statistics can be inserted across multiple pages by means of an intelligent tagging system.
Show greatness! The brand now extensively shows how responsible and future-oriented it is. From sustainability reports through sports sponsorships up to measures in the value-added chain – everyone has something to gain, even nature.
Eyes on the goal: the Storefinder is optimised for mobile devices and linked to Google Maps Routing so that everybody is always able to find the McDonald’s restaurant they are looking for – and how to get there. It also displays all store information, images and clips.