To launch McDelivery in Milan, we converted tram shelters into Mini McDonald’s. With a special digital interface that mirrors the McDelivery app, commuters were able to order a meal in less than a minute, and have it delivered in less than 5 minutes. By taking technology outside, we created new opportunities for people and McDonald’s to connect, changing how people consume the brand.

McDelivery Shelter was executed from the 19th to 22nd September 2017 at 3 tram shelters in Milan: Largo Cairoli, Piazza Lega Lombarda, Via del Burchiello. The tram shelters were customized to recreate the McDonald’s restaurant layout. Inside there was a touchscreen for users to order their items. We developed ordering software to mirror the mobile app layout, allowing people to experience how easy to use the new service was: thanks to an intuitive user interface, customers could place an order in less than 1 minute. McDelivery Shelter is a scalable solution, ready to create new awareness in other cities around the world.

After only 4 days, the McDelivery Shelter garnered 40 deliveries per hour, 82% increase in new delivery customers, 16% higher delivery sales and reached 28,644,315 people.