Mcdonald's Saudi Arabia
Mcdonald's Saudi Araiba
Digital • Animation
The design style was chosen in line with the global guideline and two different themes were made to represent different times of the day.
The breakfast menus were set on a light background to represent the bright sun and light menus in the morning.
On the other hand, the lunch and dinner menus were set on a dark background to show a strong contrast from the breakfast. With this contrast, customers can better recognise the different menu offerings from the breakfast menus.
One of the most powerful features of digital content was creating animation. A set of subtle
but realistic animations was added to the menu in order to make it look more interesting and fun.
Given the nature of drive-thru and customer behaviour, we decided to strip out non-core items and only show core items that could generate better sales. With more negative space and bigger images, it improved the readability of the menu and of course it looked much better.
Initially, this suite of designs was created as part of a trial project where McDonald’s Saudi Arabia ran a trial of using digital menuboards and a content management system called Switchboard. At the end of the trial, they decided to roll out the digital menuboard at a national level.