McDonald’s, via Leo Burnett China has its sights set on making an innovative change to China’s fast-food industry. This week, the fast food giant launched its latest ‘Technology, is there for more than you think’ campaign, through a combination of online videos and in-store experience event, that bring McDonald’s latest concept an ‘Experience of The Future’ platform to life. Leo Burnett China, is the lead creative agency behind the campaign.
The 45-second online video shows a real McDonald’s customer, who is actually a professional Game Planner & Operator, ordering his choice of burger just the way he wants it at a Self Ordering Kiosk late at night.
According to the release:
The video highlights the outcome of some in-depth McDonald’s consumer insights. McDonald’s discovered that young consumers don’t like wasting time standing in queues, they love mobile pay and sometimes they would like to take their time thinking about what to order. So McDonald’s created Self Ordering Kiosks where customers can choose exactly what they want and customize their choice without feeling rushed. The service also includes options such as no ice in a drink, or less ice.
People might feel a little embarrassed changing an order they made at the last minute at the counter, but they won’t worry about changing an order at a Self Ordering Kiosks.
