McDonald’s

Curiosity Club

Giving the world's premier fast-food chain a 92% innovation boost

Curiosity

Employee Engagement

Global

Following a strategic consultation with Underscore, we discovered that the power of curiosity is not being harnessed across large organisations and industries. Just 24% of employees surveyed reported feeling curious in their jobs on a regular basis, and 70% said they faced barriers to asking more questions at work. On the other hand, we discovered that businesses who cultivate a culture of curiosity and learning are 17% more profitable, 52% more productive, and 92% more likely to develop novel products and processes than organisations that don’t support a learning culture.

McDonald’s key financial highlights following the launch of Curiosity Club, saw global comparable sales increase by 1.9% with a 5% increase year-over-year revenue rise totalling $6.17 billion. Operating income grew by 8% to $2.7 billion and systemwide sales increased by 3%. In the U.S. market, comparable sales grew by 2.5%, and increased by 2.7% in McDonald’s international operated markets.

The global team at McDonalds wanted to create a new internal brand to help them embrace a culture of curiosity, whilst providing a home for explorative content and an opportunity for their internal teams and employees to explore the future together.

We developed a concept called ‘Curiosity Club’ which now inspires people across the organisation on future facing topics and helps to build a strong network of curious employees. The idea was to bring the outside in, giving external experts a platform to engage employees and link the future back to today, providing actionable insights along the way.

Underscore created a visual identity suite for Curiosity Club that celebrates multiple themes including exploration and innovation across everything from emails to event posters.

Services

Brand Guidelines

Brand Identity

Corporate Change

Employer Branding

Logo Design

Story Crafting

Sectors

Corporate

Food & Beverage

Embracing curiosity means unlocking organisation wide value.

17% more profitable

Businesses that cultivate a culture of curiosity and learning are 17% more profitable than organisations that don’t support a learning culture.

“Maintaining a sense of wonder is a critical component of innovation.” Francesca Gino, Behavioural scientist and management expert

We gave external experts a platform to engage employees and link the future back to today, providing actionable insights along the way.

92% more innovation

Businesses that cultivate a culture of curiosity and learning are 92% more likely to develop novel products and processes.

“We now have everything up and running, and it’s been a great success so far. We couldn’t have done it without Underscore’s help and support.”

Adam Steel
Head of UK Marketing at McDonalds

Ready to create the next big thing?

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