Internal & Franchisee Communications
Showcasing new restaurant designs via global podcasts
As is often the case for Audere, our work with McDonalds came about as a result of their Corp VP for Design & Restaurant Development appearing as a guest on another one of our clients’ podcast shows. Having enjoyed the experience and understood the power of the format, he approached Audere with a brief to record a series of content for McDonalds’ internal comms channels.
Every year, McDonalds creates new design concepts for its franchise restaurants. Before the pandemic, the design team would organise a roadshow to present the designs in person to the regions. With travel restrictions in place, McDonalds asked Audere to come up with a creative concept to share the new designs with the franchise teams and country managers on internal comms channels instead.
“Working with Russell from Audere Communications feels natural as he adapts to our needs while getting the best out of us and arriving at a nice result in the end!”
Global Development Coordinator, McDonald’s
The three-part video podcast show featured the designers who could share their inspiration behind the new designs to provide context. Part two discussed the implementation of the design concepts in the local markets and the lessons learned from that process. In the final segment we covered procurement of the new design elements with members of the McDonalds approved supplier teams.
To improve their effectiveness, Audere suggested that the part of the shows that discussed the implementation of the new designs were recorded on location in the restaurants being featured. This allowed the audience to see the implementation of the designs in situ, helping to bring the concepts to life.
Having repeated the process for two new designs, we have now had guests join the show from restaurants in Singapore, Norway, Mexico and Australia, providing different angles and input from across the McDonalds network. Audere also managed the process of translating and localising the content for the Chinese market, providing a version of the video with Chinese subtitles.
Separately, we produced a crowd-sourced video for McDonalds to gather input from team members across the business on how to improve the dining experience for its customers. “Reimagining the out-of-restaurant experience” was a compilation of tips and tricks from employees around the world who are closest to the everyday customer experience. We helped McDonalds to develop the messaging and script and recorded the video clips to edit together into a powerful internal video with a UGC feel that made the content more relatable and effective.