McDonald’s is the largest fast food restaurant chain in Hungary, and delivers 16 million takeaways a year. The brand innovates a lot in terms of food and believes that the brand experience should constantly be refreshed.

The agency proactively came up with the idea to take a fresh look at the McDonald’s takeaway experience, as an unexplored touchpoint. The ambition was to create a new, positive brand experience.

Introducing the BagTray. A simple and clever invention, which is a red paper tray attached to the bottom of the bag. The bag part can be removed with one simple movement and you can have the food on a tray. Just like at McDonald’s. This little idea will help McDonald’s refresh the takeaway experience, so people can enjoy the convenience of a tray even if they have their burger in the car, in a park or in the office.

In the first phase of the prototyping process graduate product design students were involved. The next step was to optimize the solution for production

The BagTray. A simple and clever invention, which is a red paper tray attached to the bottom of the bag. The bag part can be removed with one simple movement and you can have the food on a tray. Just like at McDonald’s. This little idea will help McDonald’s refresh the takeaway experience, so people can enjoy the convenience of a tray even if they have their burger in the car, in a park or in the office.