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<v Speaker 1>You guys may not know this.

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<v Speaker 2>I wrote a book not Got over a decade ago,

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<v Speaker 2>and the book was really about a changing consumer landscape

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<v Speaker 2>that was happening in the restaurant industry. It was all

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<v Speaker 2>about social and next generation technology. So it has been

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<v Speaker 2>and I've been going around this for quite some time.

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<v Speaker 2>Of course, we have been covering the topic of what

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<v Speaker 2>McDonald's is doing for quite some time because they were

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<v Speaker 2>the natural next evolution for possibly Web three components. And

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<v Speaker 2>I think this is just the beginning. There's going to

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<v Speaker 2>be a lot more of them that will go in

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<v Speaker 2>that direction. But if you guys want to check those

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<v Speaker 2>videos out, here's what's happening with McDonald's. I want to

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<v Speaker 2>showcase this right here. This is their x account four

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<v Speaker 2>point seven million followers, and guess what they just dropped

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<v Speaker 2>right there, drinking out of a mcafe and doodles exclusively

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<v Speaker 2>starting right now on the eighteenth, So just around the

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<v Speaker 2>corner here we will have these available now. Doodles, as

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<v Speaker 2>we all know, is a Web three NFT project. How

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<v Speaker 2>is all this going to be tied in to McDonald's.

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<v Speaker 2>I think this is all built around a brand IP component.

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<v Speaker 1>When you jump over to find a little bit more

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<v Speaker 1>about this.

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<v Speaker 2>This is the McDonald's Dot Doodles dot app This is

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<v Speaker 2>McDonald's main app and of course the cool thing right

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<v Speaker 2>here is the integration. This is something that we've talked

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<v Speaker 2>about quite a bit, and that is for any major

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<v Speaker 2>company like McDonald's or others to really roll something out

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<v Speaker 2>in this next generation tech, you've got to do it

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<v Speaker 2>in your main line features of how you're communicating to

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<v Speaker 2>the customer, and that is what they're doing.

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<v Speaker 1>So kudo's McDonald's right there.

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<v Speaker 2>There's going to be digital apparel for your characters that

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<v Speaker 2>is eventually going to move to a physical component. Hence

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<v Speaker 2>the whole idea around figitals and of course the way

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<v Speaker 2>they're doing it is with these collectors. So here's a

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<v Speaker 2>good example. They're also made some crazy rare enamel pins.

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<v Speaker 2>These are going to both be physical and digital tied

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<v Speaker 2>up into Again, brands starting to understand what this means

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<v Speaker 2>in terms of building IP and consumer connectivity. I say

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<v Speaker 2>it all the time, is it is the next generation

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<v Speaker 2>of where marketing is going to be going for big

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<v Speaker 2>brands and really any brand for that matter. But definitely

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<v Speaker 2>kudos to McDonald's. This one is a big one. I

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<v Speaker 2>think this will be one that will be easily one.

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<v Speaker 2>Here's a good example. This is one of the team

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<v Speaker 2>leads at McDonald's. All their digital components will be traded

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<v Speaker 2>within the Doodles app, the studio app, and that of

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<v Speaker 2>course is all writing on base, which is something we

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<v Speaker 2>talk about here a lot in terms of the base growth.

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<v Speaker 2>The other thing that's going to play into this is

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<v Speaker 2>how they advertise it. This is the in store kiosk

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<v Speaker 2>program within McDonald's. So this is a big deal because

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<v Speaker 2>it's exposing the massive millions of people to what is

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<v Speaker 2>going on right here. And I think this will start

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<v Speaker 2>to create a lot of curiosity around how this program

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<v Speaker 2>is going to work. This could be a big one

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<v Speaker 2>for sure. The other thing is is the way that

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<v Speaker 2>they're going to go out and really kind of expose this.

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<v Speaker 2>And this is talking about a new kind of collaboration.

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<v Speaker 2>They're going to call out a test, but it's talking

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<v Speaker 2>about one hundred million cups. Now, this is pretty significant.

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<v Speaker 2>One hundred million people, even a very small fraction go

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<v Speaker 2>out and explore the app on Doodles. It's going to

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<v Speaker 2>expose them to the base ecosystem. We all know what

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<v Speaker 2>that means. Ethereum is playing into this as well. I

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<v Speaker 2>want to go to a clip real quick, because this

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<v Speaker 2>is the how the collectible cups went viral.

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<v Speaker 1>Take a look.

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<v Speaker 3>McDonald's is currently giving away these collectible cups honoring classic

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<v Speaker 3>Happy Meal toys like the Teeny Babies, Jurassic Park cups,

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<v Speaker 3>and Trek toys. The catch is that you'll just be

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<v Speaker 3>given this cup in an opaque blue bag, so you

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<v Speaker 3>won't know which cup you're getting exactly. This seller is

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<v Speaker 3>pricing the Hello Kitty Snoopy cup for forty five dollars,

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<v Speaker 3>which is pretty crazy because these things are actually selling

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<v Speaker 3>for more than the original Jurassic Park cups that they

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<v Speaker 3>were paying tribute.

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<v Speaker 2>To those cups that I just talked about right there.

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<v Speaker 2>This is what saved their Q three earnings, so take

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<v Speaker 2>a look.

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<v Speaker 4>We acknowledged that our performance so far this year has

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<v Speaker 4>fallen short of expectations, with negative global COMP sales for

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<v Speaker 4>the quarter amid a challenging in history environment. However, US

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<v Speaker 4>COMP sales were positive for the third quarter.

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<v Speaker 5>Recently, we launched the Collector's Edition campaign and drove high

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<v Speaker 5>checked full margin traffic into our restaurants and giving customers

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<v Speaker 5>more reason to purchase core menu items. The campaign drove

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<v Speaker 5>customers to our restaurants, especially in the US Collector's edition

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<v Speaker 5>maximize the power and scale of our global brand while

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<v Speaker 5>ensuring local flexibility and cultural relevance to connect fans in

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<v Speaker 5>unexpected ways. Similarly, the UK's near sellout of the Grimace

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<v Speaker 5>Shake promotion in forty eight hours is proof that when

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<v Speaker 5>we share and scale world class ideas across markets, we

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<v Speaker 5>can maximize impact investing in innovation and pairing that with

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<v Speaker 5>fresh marketing ideas.

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<v Speaker 2>All right, So I think McDonald's came to a realization here,

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<v Speaker 2>and that is that collectibles are our thing. It is

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<v Speaker 2>going to be something that they're going to be a

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<v Speaker 2>part of from a BRANDIGP delivery point going forward. They

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<v Speaker 2>are going to have to figure out how to scale

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<v Speaker 2>this though, and I think the only way it scales

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<v Speaker 2>is to move it into digital.

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<v Speaker 1>That's where Doodles comes in. Doodle's Studio moves to base.

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<v Speaker 2>We talked about this not too long ago on Magic

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<v Speaker 2>Eaten just to give an example.

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<v Speaker 1>This is what Doodles is doing.

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<v Speaker 2>After the launch and the relationship with McDonald's, I anticipate

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<v Speaker 2>we're probably going to see a lot of movement on

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<v Speaker 2>the NFT project itself. I'm going to go to another

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<v Speaker 2>clip here and this will get into a little bit

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<v Speaker 2>more detail on Doodle CEO saying, hey, get ready to

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<v Speaker 2>watch this.

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<v Speaker 6>We have over two hundred and sixty million views on

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<v Speaker 6>YouTube this year. Like that's massive. No one in Web

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<v Speaker 6>three comes even close to that. This product that we've

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<v Speaker 6>developed in the Doodle studio, Like, we're over forty thousand

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<v Speaker 6>users now in very short order. So what you can

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<v Speaker 6>expect from us more entertainment product, some massive brand partnerships

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<v Speaker 6>that's going to get not just everybody in Web three excited,

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<v Speaker 6>but people far and wide around the world.

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<v Speaker 2>The potential for an extension of the brand itself. The

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<v Speaker 2>collaborations are going to start pouring in, but I think

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<v Speaker 2>you're going to see a handful of others that will

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<v Speaker 2>also make their way into the market.

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<v Speaker 1>Here's one to be thinking about it.

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<v Speaker 2>Grimas may be the endplay here, and I'll explain that

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<v Speaker 2>in a second. This is what they serve on a

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<v Speaker 2>daily basis right there, eight million cups of coffee a day.

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<v Speaker 2>They're testing this with one hundred million, so you're talking

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<v Speaker 2>basically about.

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<v Speaker 1>Two weeks of supply.

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<v Speaker 2>This could go viral so fast and could become the

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<v Speaker 2>next evolution of how brands truly start to tack into this.

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<v Speaker 2>This is what I think is huge and why it matters.

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<v Speaker 2>But donald also is doing a drop of their first

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<v Speaker 2>reviewsable cups. Now this isn't necessarily the answer, and I'll

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<v Speaker 2>explain it in a second, but the idea is is

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<v Speaker 2>they're looking at reusable cups as a collectible. They're probably

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<v Speaker 2>going to tie this in. I think the real question

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<v Speaker 2>here is how do they figure out scale. We've talked

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<v Speaker 2>about it a couple of times. Scale is one of

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<v Speaker 2>the biggest things that you have to be able to do,

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<v Speaker 2>so much so that Pepsi, Starbucks all looking at the

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<v Speaker 2>same thing reusable cups. Let's go go this direction. If

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<v Speaker 2>you're looking at brand ip, though, the delivery of that

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<v Speaker 2>can only go so far because eventually you're going to

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<v Speaker 2>be looking at problems with plastic in general. That's not

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<v Speaker 2>going to be something that the next generation is going

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<v Speaker 2>to be fond of. It's also already being attacked in

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<v Speaker 2>many other countries. Global companies like Starbucks and McDonald's are

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<v Speaker 2>definitely going to face some headwinds on all of that.

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<v Speaker 2>I want to go to this right here, because this

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<v Speaker 2>is the vice president of marketing over at McDonald's explaining

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<v Speaker 2>a little bit more about this program.

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<v Speaker 1>Take a look. Can you talk about a career highlight

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<v Speaker 1>for you?

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<v Speaker 7>I took my mom in South Africa, she's from, of course,

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<v Speaker 7>a different generation, and we stopped at a McDonald's and

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<v Speaker 7>when we walked into the McDonald's I was like, this

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<v Speaker 7>is my cup and she was like, yell is whatever.

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<v Speaker 7>I know you work at McDonald's. Let's just get some coffee.

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<v Speaker 7>I was like, no, no, no, this is the cup

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<v Speaker 7>that I designed. They carried that US design international and

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<v Speaker 7>I didn't realize that at the time. It was a

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<v Speaker 7>career moment for me.

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<v Speaker 6>The business impact of the Grima's birthday was significant and sustained,

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<v Speaker 6>and you could actually measure that correct.

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<v Speaker 7>Yes, can't reveal numbers, but we saw our fans starting

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<v Speaker 7>to talk about Grimace more on our behalf. It started

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<v Speaker 7>within our adult happy meal that we had. People got

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<v Speaker 7>really excited about those characters again. We started running out

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<v Speaker 7>and the fans were like, it's okay. McDonald's is always

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<v Speaker 7>about assured supply or for the years I've been here,

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<v Speaker 7>it's always been about a shared supply, where the consumer

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<v Speaker 7>behavior is changing to where it is okay to have scarcity,

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<v Speaker 7>okay to run out on certain things. Now we're not

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<v Speaker 7>going to run out of a big Mac. It allowed

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<v Speaker 7>us to enter the conversation in a more authentic way,

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<v Speaker 7>and I am excited to see how that voice is

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<v Speaker 7>going to continue to grow and continue to shape what

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<v Speaker 7>is going on in the industry. Whatever it is. There

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<v Speaker 7>is just something right now that is happening, and it's

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<v Speaker 7>been happening in the little parts, but now it's like

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<v Speaker 7>it's unleashed, unconstrained, and I'm excited about.

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<v Speaker 2>That, all right, So I'm in agreement with her. I'm

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<v Speaker 2>excited about it too. And remember that Grimace, I think

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<v Speaker 2>is still the cornerstone of where a digital ip could extend.

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<v Speaker 2>For McDonald's, one of the few that are out there

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<v Speaker 2>that could really win big. We've talked about this many times.

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<v Speaker 2>We did a whole video on what we thought. All right,

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<v Speaker 2>all right, hopefully this gives you a little bit of

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<v Speaker 2>a breakdown on this. I think you're going to see

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<v Speaker 2>a lot more of these kinds of collaborations. This may

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<v Speaker 2>just be the very beginning with McDonald's and many others,

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<v Speaker 2>but Scalability is going to be very critical here, and

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<v Speaker 2>I think that's where digital becomes reality.