McDonald's Canada

Training into Activation – Unlocking Staff Potential to Elevate the Customer Experience

Looking to increase market share amongst families, McDonald’s Canada engaged Lime to help elevate the family experience in restaurants. The solution needed to be turnkey and scalable, to all of Canada’s 1,100 restaurants.

Consultation was fundamental to developing a training and activation programme tailored to the Canadian market, with insight that included: understanding market differences, language, tone, customer expectations, and competitors.

Lime’s solution centred on a fun, engaging, digital training platform for restaurant crew that was delivered remotely, as the geographical spread of Canadian restaurants is vast, allowing for robust monitoring and reporting. We focused on creating content that connects with crew in an exciting, thought-provoking and memorable way, which encourages training into activation – i.e. ensuring the skills and techniques learnt are used every day to activate customer engagement, in-restaurant activities and campaigns.

The modular training structure covered core behaviour and engagement skills that enabled crew to elevate the experience every day, for all families visiting – giving them new ways to keep every day fun and fresh for them and guests. Lime’s training also developed the skills base of staff, equipping them to deliver moments of wow over and above the everyday experience, during Family Night events.

The launch of the programme took place in autumn 2019, alongside national television advertising for Family Nights, a weekly experiential engagement initiative designed specifically for parents and kids.

Ongoing refreshes to training and engagement activities ensured Family Nights remained up-to-date and linked to the client’s strategic requirements and key brand messages.

The vast majority of restaurant crew undertook the training and said it helped them to make Family Nights effective; which in turn led to a significant increase in sales during Family Night events plus a positive impact on the core brand perceptions of the attending families.