AgileThought · Client: McDonald's Heartland Region · Franchise operations · 2011
Corporate, operators, merchants: one room.
A McDonald's region isn't one company. It's corporate staff, hundreds of independent operators, and the merchants who supply and promote them, all needing to move together on promotions, training and operations. I designed the Heartland Region's intranet: the shared room where the weekly focus, the promotion calendar, the news and the community discussion actually happened.
The short version
- Franchise communication fails in the seams between corporate, operators and merchants. The site is organized by those three audiences, on purpose.
- Promotions carry their materials and their reasoning together, so an operator sells the McCafé push the way corporate meant it.
- Community features (forums, contribute-your-own content) turned a bulletin board into a conversation.
01 · The product
The weekly rhythm of a thousand restaurants
The home page carries the operational week: the current promotion front and center with its media, the weekly focus from regional leadership, McDonald's in the news, store and community events, and the MCD ticker for the operators who watch it. Navigation splits by who you are (operations, merchants, answers) rather than by document type, because an operator and a merchant come to the same promotion needing different halves of it.
The contribute module mattered more than it looks. Letting operators upload their own materials and wins turned the intranet from a corporate megaphone into something closer to a trade paper, and that's what got people returning without being told to.
02 · What shipped
The Heartland Region home page
The home page, mid-campaign: McCafé promotion with its media kit, hot topics and training tabs, the weekly focus, news, store events and the people module. Golden-arches red and yellow doing the wayfinding.