If you’re in a hurry, getting lunch at the drive-thru is a convenient way to get your fast food. But what if that wasn’t convenient enough for you? Well, McDonald’s isn’t going to wait for you to come to its brick-and-mortar; rather, it’s taken the initiative to bring its burgers and fries straight to you with its Drive-Thruck.
Last month, the mobile drive-thru on wheels hit the streets of Sao Paulo with help from Brazilian agency DPZ&T.
Roberto Gnypek, Marketing VP of McDonald’s commented, “We reversed people’s habit of going to the drive-thru at McDonald’s, which can be found everywhere.”
Sure, McDonald’s drive-thru’s are pretty convenient, but this seems over the top. This goofy stunt appears to be taking the brand’s consistent accessibility a bit too literally.
“It was an irreverent way of reminding everyone that there is always a drive-thru along [the] way and also anywhere in Brazil,” said DPZ&T ECD Sergio Mugnaini.
The McDonald’s Drive-Thruck is essentially a food truck, which McDonald’s has been known to experiment with before. The global company has already launched food trucks in America and some countries in Europe; where mobile restaurants serve burgers and fries through a classic drive-thru window. In the US, the company announced last year it would drive 12-metre trucks to sports games, festivals and cul-de-sacs throughout the country.
So the next time you’re on vacation in Sao Paulo, watch the streets for the mobile McDonald’s Drive Thruck.
Daniel is an Art Director and Graphic Designer with over a decade of experience in advertising and marketing in the Greater Toronto Area.