Drive-thrus today are more popular than ever, however, every new driver takes time to get comfortable on the road, which also includes the sometimes narrow and tight lanes of a Drive-Thru. McDonald’s UAE took notice of this and with the help of Studio M (powered by Publicis Groupe), decided to partner with UAE driving school, Emirates Driving Institute, to launch the world’s first Drive-Thru programme.
To do this, McDonald’s re-created a life-size Drive-Thru experience inside the driving practice circuit of Emirates Driving Institute. Students were then taken by surprise as they were then taught how to navigate the Drive Thru as part of their driving lesson. Along the way, instructors guided the students on how to manage turns, stops and speed as they ‘placed orders’ with live McDonald’s staff member, before receiving their order and a ‘Drive Thru licence’.
“Drive-thru is more popular than ever in the UAE. It’s one of the most convenient ways to pick up something on the road. But while it adds comfort and convenience to people’s lives, one thing was left unaddressed: how to drive in a Drive-Thru,” said, Kalpesh Patankar, chief creative officer at Leo Burnett UAE.
“Our Drive-Thru service brings convenience to our community and we want new drivers to experience it and learn how to seamlessly navigate through its lanes, while creating memorable experiences,” says Walid Fakih, CEO at McDonald’s UAE.
McDonald’s UAE aims to reactivate The Drive-Thru programme in 2023.
Client: McDonald’s United Arab Emirates
Agency: Studio M (Powered by Publicis Groupe)