Speaker 1: You guys may not know this.
Speaker 2: I wrote a book not Got over a decade ago,
Speaker 2: and the book was really about a changing consumer landscape
Speaker 2: that was happening in the restaurant industry. It was all
Speaker 2: about social and next generation technology. So it has been
Speaker 2: and I've been going around this for quite some time.
Speaker 2: Of course, we have been covering the topic of what
Speaker 2: McDonald's is doing for quite some time because they were
Speaker 2: the natural next evolution for possibly Web three components. And
Speaker 2: I think this is just the beginning. There's going to
Speaker 2: be a lot more of them that will go in
Speaker 2: that direction. But if you guys want to check those
Speaker 2: videos out, here's what's happening with McDonald's. I want to
Speaker 2: showcase this right here. This is their x account four
Speaker 2: point seven million followers, and guess what they just dropped
Speaker 2: right there, drinking out of a mcafe and doodles exclusively
Speaker 2: starting right now on the eighteenth, So just around the
Speaker 2: corner here we will have these available now. Doodles, as
Speaker 2: we all know, is a Web three NFT project. How
Speaker 2: is all this going to be tied in to McDonald's.
Speaker 2: I think this is all built around a brand IP component.
Speaker 1: When you jump over to find a little bit more
Speaker 1: about this.
Speaker 2: This is the McDonald's Dot Doodles dot app This is
Speaker 2: McDonald's main app and of course the cool thing right
Speaker 2: here is the integration. This is something that we've talked
Speaker 2: about quite a bit, and that is for any major
Speaker 2: company like McDonald's or others to really roll something out
Speaker 2: in this next generation tech, you've got to do it
Speaker 2: in your main line features of how you're communicating to
Speaker 2: the customer, and that is what they're doing.
Speaker 1: So kudo's McDonald's right there.
Speaker 2: There's going to be digital apparel for your characters that
Speaker 2: is eventually going to move to a physical component. Hence
Speaker 2: the whole idea around figitals and of course the way
Speaker 2: they're doing it is with these collectors. So here's a
Speaker 2: good example. They're also made some crazy rare enamel pins.
Speaker 2: These are going to both be physical and digital tied
Speaker 2: up into Again, brands starting to understand what this means
Speaker 2: in terms of building IP and consumer connectivity. I say
Speaker 2: it all the time, is it is the next generation
Speaker 2: of where marketing is going to be going for big
Speaker 2: brands and really any brand for that matter. But definitely
Speaker 2: kudos to McDonald's. This one is a big one. I
Speaker 2: think this will be one that will be easily one.
Speaker 2: Here's a good example. This is one of the team
Speaker 2: leads at McDonald's. All their digital components will be traded
Speaker 2: within the Doodles app, the studio app, and that of
Speaker 2: course is all writing on base, which is something we
Speaker 2: talk about here a lot in terms of the base growth.
Speaker 2: The other thing that's going to play into this is
Speaker 2: how they advertise it. This is the in store kiosk
Speaker 2: program within McDonald's. So this is a big deal because
Speaker 2: it's exposing the massive millions of people to what is
Speaker 2: going on right here. And I think this will start
Speaker 2: to create a lot of curiosity around how this program
Speaker 2: is going to work. This could be a big one
Speaker 2: for sure. The other thing is is the way that
Speaker 2: they're going to go out and really kind of expose this.
Speaker 2: And this is talking about a new kind of collaboration.
Speaker 2: They're going to call out a test, but it's talking
Speaker 2: about one hundred million cups. Now, this is pretty significant.
Speaker 2: One hundred million people, even a very small fraction go
Speaker 2: out and explore the app on Doodles. It's going to
Speaker 2: expose them to the base ecosystem. We all know what
Speaker 2: that means. Ethereum is playing into this as well. I
Speaker 2: want to go to a clip real quick, because this
Speaker 2: is the how the collectible cups went viral.
Speaker 1: Take a look.
Speaker 3: McDonald's is currently giving away these collectible cups honoring classic
Speaker 3: Happy Meal toys like the Teeny Babies, Jurassic Park cups,
Speaker 3: and Trek toys. The catch is that you'll just be
Speaker 3: given this cup in an opaque blue bag, so you
Speaker 3: won't know which cup you're getting exactly. This seller is
Speaker 3: pricing the Hello Kitty Snoopy cup for forty five dollars,
Speaker 3: which is pretty crazy because these things are actually selling
Speaker 3: for more than the original Jurassic Park cups that they
Speaker 3: were paying tribute.
Speaker 2: To those cups that I just talked about right there.
Speaker 2: This is what saved their Q three earnings, so take
Speaker 2: a look.
Speaker 4: We acknowledged that our performance so far this year has
Speaker 4: fallen short of expectations, with negative global COMP sales for
Speaker 4: the quarter amid a challenging in history environment. However, US
Speaker 4: COMP sales were positive for the third quarter.
Speaker 5: Recently, we launched the Collector's Edition campaign and drove high
Speaker 5: checked full margin traffic into our restaurants and giving customers
Speaker 5: more reason to purchase core menu items. The campaign drove
Speaker 5: customers to our restaurants, especially in the US Collector's edition
Speaker 5: maximize the power and scale of our global brand while
Speaker 5: ensuring local flexibility and cultural relevance to connect fans in
Speaker 5: unexpected ways. Similarly, the UK's near sellout of the Grimace
Speaker 5: Shake promotion in forty eight hours is proof that when
Speaker 5: we share and scale world class ideas across markets, we
Speaker 5: can maximize impact investing in innovation and pairing that with
Speaker 5: fresh marketing ideas.
Speaker 2: All right, So I think McDonald's came to a realization here,
Speaker 2: and that is that collectibles are our thing. It is
Speaker 2: going to be something that they're going to be a
Speaker 2: part of from a BRANDIGP delivery point going forward. They
Speaker 2: are going to have to figure out how to scale
Speaker 2: this though, and I think the only way it scales
Speaker 2: is to move it into digital.
Speaker 1: That's where Doodles comes in. Doodle's Studio moves to base.
Speaker 2: We talked about this not too long ago on Magic
Speaker 2: Eaten just to give an example.
Speaker 1: This is what Doodles is doing.
Speaker 2: After the launch and the relationship with McDonald's, I anticipate
Speaker 2: we're probably going to see a lot of movement on
Speaker 2: the NFT project itself. I'm going to go to another
Speaker 2: clip here and this will get into a little bit
Speaker 2: more detail on Doodle CEO saying, hey, get ready to
Speaker 2: watch this.
Speaker 6: We have over two hundred and sixty million views on
Speaker 6: YouTube this year. Like that's massive. No one in Web
Speaker 6: three comes even close to that. This product that we've
Speaker 6: developed in the Doodle studio, Like, we're over forty thousand
Speaker 6: users now in very short order. So what you can
Speaker 6: expect from us more entertainment product, some massive brand partnerships
Speaker 6: that's going to get not just everybody in Web three excited,
Speaker 6: but people far and wide around the world.
Speaker 2: The potential for an extension of the brand itself. The
Speaker 2: collaborations are going to start pouring in, but I think
Speaker 2: you're going to see a handful of others that will
Speaker 2: also make their way into the market.
Speaker 1: Here's one to be thinking about it.
Speaker 2: Grimas may be the endplay here, and I'll explain that
Speaker 2: in a second. This is what they serve on a
Speaker 2: daily basis right there, eight million cups of coffee a day.
Speaker 2: They're testing this with one hundred million, so you're talking
Speaker 2: basically about.
Speaker 1: Two weeks of supply.
Speaker 2: This could go viral so fast and could become the
Speaker 2: next evolution of how brands truly start to tack into this.
Speaker 2: This is what I think is huge and why it matters.
Speaker 2: But donald also is doing a drop of their first
Speaker 2: reviewsable cups. Now this isn't necessarily the answer, and I'll
Speaker 2: explain it in a second, but the idea is is
Speaker 2: they're looking at reusable cups as a collectible. They're probably
Speaker 2: going to tie this in. I think the real question
Speaker 2: here is how do they figure out scale. We've talked
Speaker 2: about it a couple of times. Scale is one of
Speaker 2: the biggest things that you have to be able to do,
Speaker 2: so much so that Pepsi, Starbucks all looking at the
Speaker 2: same thing reusable cups. Let's go go this direction. If
Speaker 2: you're looking at brand ip, though, the delivery of that
Speaker 2: can only go so far because eventually you're going to
Speaker 2: be looking at problems with plastic in general. That's not
Speaker 2: going to be something that the next generation is going
Speaker 2: to be fond of. It's also already being attacked in
Speaker 2: many other countries. Global companies like Starbucks and McDonald's are
Speaker 2: definitely going to face some headwinds on all of that.
Speaker 2: I want to go to this right here, because this
Speaker 2: is the vice president of marketing over at McDonald's explaining
Speaker 2: a little bit more about this program.
Speaker 1: Take a look. Can you talk about a career highlight
Speaker 1: for you?
Speaker 7: I took my mom in South Africa, she's from, of course,
Speaker 7: a different generation, and we stopped at a McDonald's and
Speaker 7: when we walked into the McDonald's I was like, this
Speaker 7: is my cup and she was like, yell is whatever.
Speaker 7: I know you work at McDonald's. Let's just get some coffee.
Speaker 7: I was like, no, no, no, this is the cup
Speaker 7: that I designed. They carried that US design international and
Speaker 7: I didn't realize that at the time. It was a
Speaker 7: career moment for me.
Speaker 6: The business impact of the Grima's birthday was significant and sustained,
Speaker 6: and you could actually measure that correct.
Speaker 7: Yes, can't reveal numbers, but we saw our fans starting
Speaker 7: to talk about Grimace more on our behalf. It started
Speaker 7: within our adult happy meal that we had. People got
Speaker 7: really excited about those characters again. We started running out
Speaker 7: and the fans were like, it's okay. McDonald's is always
Speaker 7: about assured supply or for the years I've been here,
Speaker 7: it's always been about a shared supply, where the consumer
Speaker 7: behavior is changing to where it is okay to have scarcity,
Speaker 7: okay to run out on certain things. Now we're not
Speaker 7: going to run out of a big Mac. It allowed
Speaker 7: us to enter the conversation in a more authentic way,
Speaker 7: and I am excited to see how that voice is
Speaker 7: going to continue to grow and continue to shape what
Speaker 7: is going on in the industry. Whatever it is. There
Speaker 7: is just something right now that is happening, and it's
Speaker 7: been happening in the little parts, but now it's like
Speaker 7: it's unleashed, unconstrained, and I'm excited about.
Speaker 2: That, all right, So I'm in agreement with her. I'm
Speaker 2: excited about it too. And remember that Grimace, I think
Speaker 2: is still the cornerstone of where a digital ip could extend.
Speaker 2: For McDonald's, one of the few that are out there
Speaker 2: that could really win big. We've talked about this many times.
Speaker 2: We did a whole video on what we thought. All right,
Speaker 2: all right, hopefully this gives you a little bit of
Speaker 2: a breakdown on this. I think you're going to see
Speaker 2: a lot more of these kinds of collaborations. This may
Speaker 2: just be the very beginning with McDonald's and many others,
Speaker 2: but Scalability is going to be very critical here, and
Speaker 2: I think that's where digital becomes reality.