Traveler's Spoon

 

The Gist:

Unbeknownst to many in the United States, McDonald’s has a thriving international menu. And since there aren’t any fast casual options for international cuisine, it makes for an interesting proposition. Why not use McDonald’s to introduce a bite-sized exploration of world culture to the American melting pot?

Enter: Traveler's Spoon, a culturally-driven fast food chain in the United States, inspired by McDonald's international menu.


The spark:

All it took was a map of the United States pulled found in a Huffington Post article for the ideas to ensue. It was a map illustrating the different types of cuisines most commonly eaten in different areas of the United States. Paired with the sudden urge to re-imagine the international McDonald's menu, the quick-taste-of-culture concept hit the ground running.

THE POSITIONING:

Currently, if a family is in the mood for international cuisine in the U.S., they have two options: travel to a specific part of the city to a niche market or food stand where they will inevitably have to stand and eat, or sit down at an upscale restaurant. There isn't any middle ground, which is why I chose to position Traveler's Spoon as the fast-food-meets-fast-casual option for international cuisine. More specifically, it will live within McDonalds' self-defined industry – 'informal eating out' – which straddles both the fast casual and fast food industries in order to continue to grow past the traditional confines of a fast food restaurant chain.

THE TARGET:

Meet the Wanderlust.

This is someone who is:

  • Juggling white-collar jobs, family, and the day-to-day activities.
  • A wanderer at heart who lives in cities with high immigrant populations.
  • Seeking convenient ways to experience foreign cultures.
 
 

THE STRATEGY:

The quick and delicious way to have the bite of culture they crave.

 

    THE MENU:

    Core menu:

    • Latin
    • Middle Eastern
    • Asian

    Specialty menu, different for every region:

    • Filipino
    • Spanish
    • Pakistani
    • Cuban
    • Nigerian
    • Israeli
     

    Store Layout:

    Store layout

    Store layout

    Menu Board:

     

    Packaging:

     
    As the customer eats the burger and pulls back the paper, they will see more of the world map. A metaphor for experiencing more culture with every bite.

    As the customer eats the burger and pulls back the paper, they will see more of the world map. A metaphor for experiencing more culture with every bite.

    Print:

     

    Partners in crime:

    Sara Carr, Art Director
    Lyla Abi-Saab, Copywriter
    Emily Reese, Design Strategist
    Samantha Halle, Strategist
    Mackenzie Beer, Strategist