McDonalds lead the fast food category from breakfast to drive through, but needed a knock out solution for family dinners. The idea was a family dinner offer with three different menu options, but the problem was putting that idea in a box.
Look at what we came up with and you’d be forgiven for thinking ‘what was so hard?’ But consider this: the pack can be used with any of three different meal options. It had to be strong enough to hold the options. It has an internal divider wall, which keep the fries vertical. It breathes, which keeps the food in good condition. It has a handle, to make it easy to carry. It fits through the window at the drive through counter. It arrives at the restaurant flat, but can be assembled within seconds by the crew. It might look simple, but it’s surprisingly complex.
The introduction of the Family Dinner Box was one of McDonalds most successful product launches and has opened up new opportunities in meal sharing.