Emily is a student who is working on her Master's in Environmental Science. She is aware of how she affects the environment and usually chooses food that is good for the environment. However, sometimes her busy schedule and tight budget force her to eat at fast food places. McDonald's is one place she goes sometimes because it's cheap and has a lot to choose from on the menu. She likes that McDonald's has salads and vegetarian options, which are in line with her values of being environmentally friendly.
||Name of the city
Beliefs, values, attitudes, motivations, and expectations:
||Variety of menu options
||Quick and satisfying meal
Emily also likes it when things are easy, so she often orders through the drive-thru or on her phone to save time. She also likes to study or catch up on work while she eats at McDonald's, where the Wi-Fi is free.
Emily chooses her food based on how sustainable and cheap it is, and sometimes she goes to McDonald's for a quick and filling meal.
"Sustainability, affordability and convenience”
Key points in the customer journey:
|Discovery of McDonald's
||Limited knowledge of sustainable menu options
||Research menu options online or in-store
||Limited sustainable options
|Decision to visit McDonald's
||Compare prices and menu options with other fast-food restaurants
||Limited seating options
||Difficulty using the mobile app
||Order ahead and pay using the mobile app
||Long wait times in drive-thru
|Consumption of the meal
||Enjoy the meal and use the free Wi-Fi
||Food not as expected
||Evaluate the overall experience and meal
||Inconsistency in sustainable options
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