How do we keep McDonald’s magic in a future where Gen Z rarely eats in the restaurant?
Quick service is built for speed, efficiency and convenience. Every step is optimized to remove friction. The result is a transactional off-premise experience. You order. You wait. You eat. For Gen Z, that feels empty. They expect interaction, entertainment and personalization. If everyone is fast and efficient, McDonald’s risks feeling interchangeable.
There is a dead moment in the off-premise journey that efficiency cannot fix. The wait between order and delivery is unclaimed time that can hold brand value.
Delivery Mode turns waiting into a digital brand experience. Right after you place an order, the app unlocks a temporary layer of exclusive content that lives only during the wait. It ends the second your food arrives.
Inside the McDonald’s app, customers access mini games, short videos from creators, exclusive podcast clips and time-boxed rewards they can unlock while they wait. Content is personalized and playful. Everything disappears on delivery, so the window feels magical and unmistakably McDonald’s.
This project uses sample footage and references to creators for illustrative purposes only. The creators and content shown are not affiliated with or commissioned by this project. The case film is a compilation of existing material, presented solely as an example.