Background

Understand what shoppers look at whilst ordering a meal in a McDonalds restaurant.

Insight

The majority of visual attention when shoppers enter a fast food outlet is on orientation around the counter and then ordering from the overhead menu.

POSM receives very little visual attention unless it helps with one of these tasks.

Action

POS mix re-targeted to maximise spend
on elements that work.
Rolled out across Western Europe in all
new promotional campaigns.

Result

Promotional sales increased by 21%

Spend on POS reduced by 19%

Reference

TNS. (2010 ). POSM Efficiency and Shopper in depth understanding. TNS.