McDonald’s – Menu Board System Restructure
Retail Experience • Customer Behaviour • Brand Systems
Redesigning the menu ecosystem to actively guide choice and drive premium growth.
My Role: Creative Lead — Strategy, Customer Journey Design & Creative Direction
Challenge
Over time, McDonald’s menu boards had become increasingly complex, diluting product visibility and slowing decision-making.
The objective was to simplify navigation at scale while balancing value, premium positioning and operational realities across the estate.
Insight
Customer ordering follows predictable scanning patterns shaped by time pressure and decision fatigue.
By restructuring hierarchy around real purchasing behaviour — rather than product categories — the menu could influence choice, not just display options.
Creative Direction
Led the end-to-end restructuring of the menu board ecosystem across digital and in-store touchpoints.
-
Behaviour-led hierarchy redesign
-
Day-parting logic aligned to customer journeys
-
Dynamic screen takeovers to prioritise products contextually
-
Integrated system across menu boards, digital POP and in-store screens
Impact
• 20% uplift in core product sales
• 11% migration from value to premium products
• Improved product visibility and share of voice
• Scalable framework for ongoing menu evolution
Mid-Morning – Lunch/Mid-Afternoon-Dinner: Showcasing coffees and add-ons with a single take-over for coffee
Lunch- Mid-Afternoon/Dinner: Highlights the meal offering as a single image to encourage customers to have add-ons and desserts. With takeovers of Wraps for lunchtime, when they are more widely purchased and the promotional offering to encourage product uplift