The Psychology Behind the McDonald’s Restaurant of the Future
Using anchoring, menu engineering and Von Restorff effect to boost bottomline
McDonald’s is one of the largest QSR chains in the world and through carefully designed choice architecture, it has created very powerful associations in our minds.
If you are struggling to find safe and hygienic food in any foreign country, just a glance at the Golden arches relives the stress. You know that the burger will by and large taste the same as at your home.
However, McDonald’s re-enforced the defaults to such an extent that it was finding it difficult to upsell its customers to more premium dining options (which are also higher-margin) or induce trials of new products.
This article captures interesting details on how McDonald’s leverage behavioral science techniques such as anchoring, menu engineering, and Von Restorff effect to drive consumption of its more premium menu items.
Link: https://www.behavioraleconomics.com/loving-psychology-behind-mcdonalds-restaurant-future/
Cheers,
Rohit
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