The public believed that fast food was simply not compatible with France’s food culture. The brand faced negative perceptions regarding treatment of its workforce, overall environmental impact, and most damaging of all, the promotion of junk food. With public dissatisfaction at an all-time high, something had to change.
A team of consultants from Deloitte France had a radical plan. To change the image, you’d have to start by changing the product. Listen to what the people want and then give it to them.
We developed a 10-year progress plan to take the client from corporate interloper to a family-friendly sit-down restaurant.