PROBLEM

During the pandemic, more and more people switched to bikes to minimize social contacts. One of the places they didn’t fit in was McDonald’s. Every restaurant has the Drive-In where you can feel safe and privileged when you’re a driver. Not a cyclist.

SOLUTION

To fight against such inequality and to become an eco-friendly place McDonald’s introduced the Bike-In in Germany. Everyone can bike to a well-designed outside stand, order food, and pay for it via the app without parking/locking and entering a restaurant. The meal is delivered by McDonald’s staff, so you can enjoy your burger sitting on your bicycle or take it and bike away.

CREDITS

Client: McDonald’s Deutschland
Agency: SALT WORKS
Role: Сo-author of the idea
Year: 2020