The design thinking process understands user solutions and redefines problems for delivering innovative solutions. McDonald's is an American fast food company. It serves over 70 million customers through its 38000 outlets (McDonald's 2020). The company is facing charges with an increase in competition to sustain growth and profitability through its fast-food chain. Incremental innovation will push business through reconfiguring strategy in the existing division. McDonald s business model focus on standardization. The brand has designed its marketing to increase customer engagement.
The creative process will identify new design thinking and developing new practice (Darbellay 2017). McDonald’s can increase its digital footprint through application redesigning on key factors perceived by customers before ordering food.
Incubation- the collected ideas will be assessed through thinking on the creative lines for McDonald's for suitability and growth prospects, the ideas that do not align with the solution will fade.
The process is idea creativity with food delivery through drone facility. The creativity will add to the business process in cost saving as aggregator charges proportion are 10-15% fees that will be upfront saving for McDonald's (Financial Review 2019).
Creative environment –
Impediments to creativity
Source of creativity
The source of creativity is the process need with demand for online delivery is facilitated by technology, consumption pattern, lifestyle, and consumer spending. Process innovation and demographic changes for McDonald’s expertise in the rental and fast-food chain that has sustained adaptability with demographics in product component adding lettuce, beef, developing salad, and traditional offering to attract customers. The drone delivery as process innovation will reduce time and build efficiency to serve the customer. Drones use GPS and GPC technology to function delivery to location and are controlled by ground pit will be a competitive advantage (The Verge 2019).
The stimulating technique will diversity business and combine existing market value through a campaign combining digital application for efficiency. Uber Eats as the delivery aggregate is developing a drone facility by RFID technology (The Verge 2019). By its application of rearranging McDonald's Company will eliminate business competition as the first mover in Australia. Using drones to data gathering and customer feedback will align service improvement to online. McDonald's has purchased voice-based AI that can be combined with drone delivery system software (BBC 2019).
Creativity stimulating technique for drone application creativity will be the SCAMPER technique
Brainstorming exercise on using the drone system to best of the suitability. Using multiple dispatch systems for delivery from the delivery system. The use of a single delivery hub for dispatch to the customer will be useful as the hub will act as a support field for the delivery system. The company would have to train employees for commercial applications. Adding 30 minutes delivery to attract customers will act as a rebate and marketing strategy to engage the customer for increasing order capacity.
PESTEL impact on the success of creativity
McDonald's can develop reciprocal CSR strategy for mutual benefit, performance goals, and medium to long term planning. The consumer's perspective of CSR is aligned with the company s commitment and association with the cause. The approach for CRM overshadowing CSR practice is not widely accepted due to heterogeneous society (Mozammel 2019).
The action plan for corporate social responsibility will be through application designing by the partnership with NGOs for the feed America initiative. Organization will have to use effectively its approach to not overshadow cause related marketing (CRM ) with long term marketing vision (Sheikh 2011). The application will be as below in the mainframe for the contribution of the amount to NGOs on every delivery order. This will act as a service model for CSR practice and activism by the company.
The new design will feed for contribution to the service on the application for drone service, takeaway, and drone delivery. The cash reward system on adding support cause will primarily depict on the status bar icon and promotion through social media
Key steps are
A better society and developing people and community. The existing practice is on delivering high-quality food (McDonald's CSR Report 2018). Creating supplier framework for food practice, drone delivery donations to support charity organization, and maintain employee value proposition for developing business. The strategy and creativity developed will benefit McDonald's longer-term objective and fulfilling SDG goals. By applying SDG goals for clean energy, partner with stakeholder will reduce inequality for business protocol, and sustainable goals by UNDP
The Company should launch the product through its commitment to serving quality food and using business profit for Roland McDonald's charity by drone delivery orders. The use of reusable packaging by the company is part of the process expansion as a zero-waste program (Fox business 2020). By operating profit received through drone delivery and adding a monetary donation component on the cart option. This will add to the organization's sustainability.
The Company can develop environment conservation practices and mention ethical sourcing detail through QR code on mobile applications. This will increase customer confidence and transparency among individuals. The nutrient information and external link for ethical practice in more information panels will comply with the regulatory response and business practice.
Encouraging talent pool through the competitive practice and responsible business strategy by adding digital value creator among the existing values of talent recruitment of friends, family, and friends, will enhance talent (Altenburger 2018) Encouraging diversity practice in recruitment by community support to aboriginal communities will increase goodwill in Australia.
Developing a culture of innovation is essential for creative management in the organization for drone delivery. The design thinking process for innovation creates new service and processes to gain a competitive advantage. Eating at home and reengineering digital practice can be an advantage for McDonald's. Encouraging sustainability and society practice through developing a CSR approach will benefit the organization in long term growth.
Altenburger, R. 2018. Innovation Management and Corporate Social Responsibility: Social Responsibility as a Competitive Advantage. Springer International Publishing
BBC. 2019. McDonald's uses AI for ordering at the drive-through. Available at https://www.bbc.com/news/technology-49664633. [Accessed on: September 21st, 2020]
Darbellay, F., Lubart, T., and Moody, Z 2017. Creativity design thinking and interdisciplinary. Springer publication
Financial review. 2019. Australia falling behind in drone races. [Online]. Available at https://www.afr.com/world/north-america/australia-is-falling-behind-in-drone-race-warns-pioneer-20190910-p52pob. [Accessed on: September 20th, 2020]
Fox Business. 2020. Available at https://www.foxbusiness.com/markets/mcdonalds-reusable-cups-cut-waste [Accessed on September 20th, 2020]
McDonald. 2019. Annual report 2019. Available at https://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_MCD_2019.pdf [Accessed on: September 20th, 2020]
McDonald. 2020. About us. [Online]. Available at https://mcdonalds.com.au/about-maccas/maccas-story#:~:text=McDonald's%20Australia%20Limited%20is%20an,and%20run%20by%20the%20company. [Accessed on: September 23, 2020]
McDonald's CSR Report. 2018. McDonald's CSR Report. McDonald Corporation
Mozammel, S. 2019. An Analysis of McDonald’s corporation from modernist and postmodernist perspectives. Journal of humanities and social science. 7(2), pp 572- 580
NASDAQ. 2020. McDonald's bank on delivery to drive growth. [Online]. Available at https://www.nasdaq.com/articles/mcdonalds-banks-on-delivery-to-drive-growth-amid-coronavirus-2020-05-27. [Accessed on: September 20th, 2020]
Sheikh. B., and Zee, B.R. 2011.Corporate social responsibility or cause-related marketing? The role of cause specificity of CSR. Journal of consumer marketing, 28(1), pp 27-39
The Verge. 2019. Uber reveals a new look for its food delivery drone. [Online]. Available at https://www.theverge.com/2019/10/28/20936410/uber-eats-food-delivery-drone-design[Accessed on: September 21st, 2020].
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