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Taking insight to the Macs
As part of McDonald’s annual Customer Quest, our Insight team helped senior leaders reconnect with customers and crew through real‑world, on‑the‑ground insight.
Linney Create’s Insight team parachuted senior McDonald’s leaders into London’s most competitive locations to pressure-test their biggest ambitions against real-world behaviour.
The mission was part of Customer Quest, McDonald’s annual reset button, designed to launch its yearly planning cycle and pull leaders out of their day-to-day and back into the world of their customers and crew.
Each year, it reconnects teams with what’s happening on high streets across the UK and Ireland, creating the urgency and insight needed to act decisively.
Customer Quest, now in its 10th year, uses audience insight to help mobilise the business around a shared view of how to win.
It’s a collective endeavour, involving colleagues from our Insight, Strategy, Creative, Events, 2D and 3D Print teams, among others.
Over two days in January, teams were immersed in the definition of great taste. We started by conducting a market safari to understand how crave-ability shows up in a world where value is fiercely contested and convenience is everywhere.
We spent time with restaurant crew to understand the operational realities behind delivering great taste day in, day out, and we listened to customers to understand the gaps between taste expectation and taste reality.