With this success at our fingertips, we decided to go a step further: What if we created a place dedicated to those icons?

For the very first time in McDonald’s history, an advertising campaign led to the creation of a new restaurant concept: Originals.

A place dedicated to McDonald’s icons that offers consumers a unique experience. Capitalizing on the strength of its icons, all the merchandising design and communication tools have been stripped down. Just like in the campaign, products are only represented by their pictograms. Pictograms are so strong that the McDonald’s logo is not even necessary.

With packaging, and bags, the McDonald’s icons lived on, outside of the restaurant.

One credo: Make it consistent.

From the walls, the ordering kiosk, the packaging, the uniforms, the outdoor posters to the promotional activations, it is all about McDonald’s icons.

The concept has been a success:

- Satisfaction rate: 8,1 points

- 94% of re-visit intention

- Would recommend Originals: 92%

- Great design experience: 8,6 points

The Originals concept has been confirmed as the new compact format of McDonald’s restaurant for urban implementation. About 10 new restaurants will open their doors in 2016.