Fast Moving Consumer Goods (FMCG)
Building a better McDonald's
The casual restaurant market is expanding, but not for McDonald’s. New concepts are on the rise, meeting Belgians’ expectations and shaking up the market. Products are better, more authentic, seasonal or sourced locally. More transparency and experience are key. Some of these concepts have even raised the burger to a trendy, sophisticated icon. Value for money is expected everywhere. And as Belgians get more used to e-commerce, they embrace home food delivery. Convenience has been redefined and is starting to become more important.
We needed to face the fact that our retailer reflex driven by the international approach was inefficient and even less relevant to our Belgian customers. Time to create our own model, fundamentally reinventing our approach to meet consumer demands, while improving sales in the short term.