Creating Value for Our Customers 20 learns & 20 challenges

Transcription

1 Creating Value for Our Customers 20 learns & 20 challenges Aart Labee - Director Strategy & Insight - McDonald s Europe

2 McDONALD'S EUROPE at a glance

3 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

4 Creating Value for Our Customers 20 learns & 20 challenges Strategy framework & Freedom in the framework

5 Creating Value for Our Customers 20 learns & 20 challenges

6 A Full Interior Experience

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8 A Full Exterior Experience

9 9 With an emphasis on convenience and service

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12 Creating Value for Our Customers 20 learns & 20 challenges Clear role for Strategy & Insight function

13 STRATEGY & INSIGHT DEPARTMENT INSPIRE SHARE SUPPORT S&I role, brand vision, growth drivers Best practices, expertise Tools, methods, training 13

14 STRATEGY & INSIGHT DEPARTMENT - PYRAMID

15 Creating Value for Our Customers 20 learns & 20 challenges Alignment cross-borders & across disciplines

16 Alignment: we share more than 25 tools To talk the same language when looking at our business Food Validation Process Price Sensitivity Study Corporate Barometer Advanced pricing (RMS) Qualitative Brand Audit Ticket Detailed Analysis (TDA) Common understanding of current business Common vision of its drivers Common growth platforms

17 Creating Value for Our Customers 20 learns & 20 challenges Training for Strategy, Insights & Marketing AND new comers

18 Training 5 Steps to a consumer focused planning process

19 Creating Value for Our Customers 20 learns & 20 challenges Planning & Agility

20 Recession 20

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22 Creating Value for Our Customers 20 learns & 20 challenges Listening to your customers & Customer journey

23 Listening AND meaning

24 So, how do we listento customers? And how do we understand what they need? How do we create insight?

25 The customer journey Pre Visit Approach to Restaurant Restaurant Entrance Approach to Counter At Counter Journey to Table At Table Visit to Playground Exiting Restaurant

26 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 Pre Visit Approach to Restaurant Restaurant Entrance Approach to Counter At Counter Journey to Table What toys will they have? I can t wait to go to the playground! I ll be able to have yummy fries! Why is it taking so long! I hope I have the right toy Relief then restlessness Excitement, fun & play Disappointment At Table Visit to Playground Exiting Restaurant Hooray yummy food and a toy! Let s go sliding! Oh no! It s time to leave

27 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 Visit Approach to Restaurant Restaurant Entrance Approach to Counter At Counter Journey to Table At Table Visit to Playground Exiting Restaurant I feel a bit guilty...but they re happy What will they eat? Don t go too far away from me! Where shall we sit? Food first, playground second I can relax now! How busy is it? What toy do they want? We ve had a good time, let s go now!

28 Upgrading Kids and Family Environment

29 Creating Value for Our Customers 20 learns & 20 challenges Be prepared with multiple scenario s

30 Develop alternative (pricing) scenarios based on environment

31 Creating Value for Our Customers 20 learns & 20 challenges Strategy& Insights goes beyond just marketing

32 Creating Value for Our Customers 20 learns & 20 challenges Understand the Competitive landscape

33 Assess the state of your competitive environment Market share 33

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35 Creating Value for Our Customers 20 learns & 20 challenges Sum-up

36 Creating Value for Our Customers 20 learns & 20 challenges Future related learn including Digital and Big data

37 Creating Value for Our Customers 20 learns & 20 challenges Culture comes before Customer centricity & From board to crew room

38 Culture comes before Customer (centricity)

39 Creating Value for Our Customers 20 learns & 20 challenges Understanding trends & Translate to your business

40 Trend Framework Overview Consumers are affected by external forces Drivers. Changes in attitudes and behaviours are manifested as Trends. These play out differently in different sectors including Food. Food Trends Trends Drivers

41 Creating Value for Our Customers 20 learns & 20 challenges Customer Immersion & Incl. management and franchisers

42 Immersion with customers

43 Immersion with customers

44 Creating Value for Our Customers 20 learns & 20 challenges Unlocking data (incl DQ) & Local vs global perspective

45 Where We Started 45

46 Creating Value for Our Customers 20 learns & 20 challenges Transform data into information & Tell the story and give perspective

47 Data & Analytics focus across 4 dimensions 47 Enhanced reporting & analytics Visualization & Mobility Price/P-mix tracker Decomp Tracking Flexible & Insightful Big data & granularity Google maps Single source of truth Engage Marketing and Operations Shared tools & knowledge Internal: Transaction data External: Google, social Card info: VISA, MC, online ordering Connecting the dots Create efficiency & alignment

48 Creating Value for Our Customers 20 learns & 20 challenges BIG data: Start small think big scale fast

49 Creating Value for Our Customers 20 learns & 20 challenges BIG data: Understand benefits

50 Understand benefits available from the different types of data

51 Creating Value for Our Customers 20 learns & 20 challenges BIG data: Segmentation & Applicability

52 Create granular insights into purchasing patterns based on: what, who, where and when What: The combination of product purchased gives insight into consumer needs and preferences Who: The size of the group in combination with products sold can indicate different parties served or What Who When: The time of purchase indicates what the product will be used for (breakfast/lunch/ dinner/snack) When Where Where: Consumers can show different behaviour when ordering at the drive-thru vs. the counter 52

53 Transaction analysis revealed 16 distinct segments - example Drinks Only Snack 1 person Coffee during Snack Ice Cream Only Snack 1 person Afternoon break 1 person (Dessert, Drinks ) Breakfast Recreators All day 2+ persons Entree All day Core EVM Lunching 1 person Chicken Snack & Lunch 1 person Core EVM Dining Premium EVM Lunching 1 person Family (EVM+HM) Lunch & Dinner Core EVM & Dessert Lunching Fish Only All day Happy Meal Only All day 1 person GC 1.5% Sales 0.7% Chicken & Salad Lunching 1 person 53

54 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 Recognition Use analytics on the new data sources to recognize new consumers and unmet needs of existing consumers 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 Use digital, social and mobile media to reach the recognized consumers Connect with consumers by offering relevant personalized experiences Relevance Remember what didn t matter To engage them, you have to matter to them Learn what matters Reach To talk to them, you have to find them Know when to approach Know how often to reach

56 Creating Value for Our Customers 20 learns & 20 challenges Big & Bold activities & Test and learn

57 Digital & World cup activation Be Ready, Be Bold, Be Real

58 Q&A