Case Study: McDonald’s boosts innovation and employee engagement with Underscore’s Curiosity Club

McDonald's boosts innovation by 92% with Underscore

McDonald's, the global fast-food chain, wanted to foster a greater culture of curiosity and innovation within its organization. They partnered with the vendor Underscore for a strategic consultation and to develop a new internal brand to address this challenge.

Underscore created the "Curiosity Club," a complete internal branding program including a visual identity, brand guidelines, and a platform for explorative content. This initiative provided a home for future-facing topics and built a network of curious employees. The solution led to significant financial results for McDonald's, including a 1.9% increase in global comparable sales, an 8% rise in operating income to $2.7 billion, and a 5% year-over-year revenue increase totaling $6.17 billion.

McDonald's