McDonalds Happy Meal of the Future Innovation

McDonald's

HAPPY MEAL OF THE FUTURE

How do you define the global positioning of Happy Meal for the next five years and beyond?

Multi-territory research (8 markets)

100+ in-depth interviews

ethnographic methods included

Challenge

Define a global positioning for the Happy Meal that keeps it relevant to today’s families for the next five years and beyond.

Approach

100+ qualitative participants (parents, children, teens) across multiple countries
Ethnography to capture real family interactions in real time
In-home ideation, co-creation and concept testing to surface emotional drivers, unmet needs and experience ideas across the customer journey
Cross-market synthesis preserving regional and age-group nuance: tension mapping, opportunity sizing/prioritisation, design principles and concept validation

Outcome

An evidence-based blueprint for a next-generation Happy Meal that:

Defines a clear global positioning and experience principles
Recommends region and age-specific variants and activation levers
Delivers tested concepts for product, packaging, in-restaurant moments and digital touchpoints

Impact

A practical strategic guide to redesign the Happy Meal, aligning product, experience and communications to boost family relevance and long-term engagement.

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