Bin there, done that
Our teams collaborated on an epic endeavour to adapt and optimise recycling bins across McDonald’s restaurants in Wales
Linney experts from our Insight, Creative, 3D Display, Production, Strategy and Film and Animation teams collaborated on an epic endeavour to adapt and optimise recycling bins across McDonald’s restaurants in Wales.
Our client challenged us to create a new recycling station designed to encourage pro-environmental behaviour – without compromising customers’ dining experience.
It’s all part of ‘Plan for Change’, a sustainability programme launched to support its ambition to achieve net zero across its entire value chain by 2040.
We set two primary objectives – to increase levels of recycling and improve recycling accuracy, all while meeting customers’ need for speed and convenience. Our 3D Display team built a selection of prototypes and our Insight colleagues tested them at Linney in our own mock ‘observational research labs’. We conducted multiple half day focus group sessions with real McDonald’s customers and then repeated this process in two restaurants to measure how our new bins performed in situ.
Our Film and Animation team installed a fixed camera in each restaurant, allowing us to monitor and analyse real-time footage of customers interacting with our bins. This data helped us calculate that our bins resulted in a colossal 137% increase in recycling.
Since completing the project, McDonald’s has installed new and improved recycling stations in restaurants across Wales, resulting in a 194% uplift in cup recycling.
The Linney team received glowing feedback from our client: “This project has been customer-focused from the start thanks to the insightful research from Linney – and the results speak for themselves. We’re delighted with the fantastic improvements seen in the recycling rates and accuracy in Wales.”
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