McDonald’s Re-Image ProgrammeBruce Robinson – LAUK Lighting Ltd

2006 - Re-Image Programme Launch

In 2006 McDonald’s implemented a Pan-European programme to transform the image of their restaurants as a key component of a broader sales and marketing strategy designed to increase their share of the Quick Service Restaurant sector.

Before Re-Image

2006/7 – Re-Image Programme Trials

During 2006/7 and before the “Economic Crash” McDonald’s completed design concept trials at 200 Flagship sites to prove out the programme robustness and test customer reaction.

After Re-Image

2008 - Re-Image Roll-Out

And so began a programme to “Re-Image” 1,000 Shopping Mall, High Street and Drive-Thru restaurants in 5 years - in simple terms a requirement to complete one restaurant every two days. The aesthetic transformation of restaurants was dramatic and well received by customers and staff alike.

Broad Stakeholder Participation

Programme success required the participation of departmental stakeholders across a diverse spectrum of business disciplines:

Re-Image

Design

Energy

Build TeamServices

Finance

Principle Lighting Stakeholder Requirements

Design

Energy

Build Team

Restaurant design concepts emphasised desired mood Kitchen lighting design met stringent requirements Patio lighting combined architectural and practical needs Car park lux levels increased to meet 24 hour operations

Ambitious energy reduction target for lighting set at 65% Energy reduction targets set for each element of lighting Recognition of phased reduction in line with technology Requirement to asset track products for retro-upgrade

Project managers required simple product ordering Contractors required single/central point of order call off McDonald’s required extended manufacturer warranties QS teams required fixed pricing for Schedule of Rates

Lighting “Supply Chain” built to service programme demand

Bespoke and “off the shelf” products sourced from leading manufacturers Limited range of approved products specified on lighting design drawings Demand forecasting provided rolling 180 day visibility to manufacturers LAUK centralised warehousing near Birmingham to provide economic shipping LAUK IT platform enabled asset tracking to future proof maintenance & repair

LAUK

Concept Designers

McD Energy Team

Manufacturers

Restaurant Ambient Lighting

Square down lights – 900lm – Average 320 lux at table top height Original specification was CFL which migrated to LED in 2011 Typical circuit load reduced from 4kW to 1.4kW = 70% saving

96,000 fittings deployed across the estate; 16,000 are already LED

Restaurant Accent and Task Lighting

Spot lights used to feature wash and T5 Pendants used to task light Original specification was halogen which migrated to LED in 2010

Typical circuit load reduced from 2.8kW to 0.8kW = 70% saving

72,000 fittings deployed across the estate; 56,000 are already LED

Kitchen and Back of House Lighting

Twin 5ft IP66 fittings used to deliver 600lm+ at preparation height Original specification was T8, LED flatbeds were introduced in 2012

Typical circuit load reduced from 3kW to 1.3kW = 57% saving

28,000 fittings across the estate; LED upgrade during next 3 years

Patio Lighting

Architectural lanterns on 2m high posts used around Patio perimeter Original lamp specification was mercury vapour, LED trials in 2012/13

Typical LED trial circuit load reduced from 2.8kW to 0.4kW = 87% saving

7,200 Patio lanterns across estate; LED upgrades during the next 2 years

Drive-Thru Lanes

New restaurant specification at 50 lux, retrofit at 12 to 15 lux Historic variety of light fittings used, migrated to LED lanterns in 2012

Typical circuit load reduced by 66% in conjunction with car park area

50 single and double Drive-Thru configurations completed to date 700 Drive-Thru locations requiring LED upgrade over next 3 years

Car Park and Entrance Lighting

New restaurant specification at 25 lux, retrofit at 12 to 15 lux Historic variety of light fittings used, migrated to LED lanterns in 2012

Typical circuit load reduced from 2kW to 0.7kW – 66% saving

New LED car park designs typically require 6 posts, previously 16 posts 50 car parks completed, 700 requiring LED upgrade during next 3 years

Headline Lighting Energy Savings Comparison

Comparing a typical 24 hour Drive-Thru restaurant before and after Re-Image using LED products in all areas:

The ambitious 65% energy saving target has now been achieved LED products now specified are suitable for retrofit into pre-2010 Re-Images

Annual cost of energy based upon current electricity tariff

Original Specification

Re-Image Specification Saving

% Saving

RESTAURANT £5,780 £1,850 £3,930 68%KITCHEN/BOH £3,000 £1,300 £1,700 57%PATIO £1,100 £140 £960 87%CAR PARK/DRIVE THRU £840 £300 £540 66%TOTALS £10,720 £3,590 £7,130 67%

Headline Lighting Cost of Ownership Comparison

Comparing a typical 24 hour Drive-Thru restaurant before and after Re-Image using LED products in all areas with the following assumptions:

Lamp life of original T8/CFL/SON achieving manufacturer expectations No control gear being replaced, labour costs within normal working hours LED products meet manufacturer life expectations and 5 year warranty

5 year cost of ownership based upon static electricity tariff

Original Specification

Re-Image Specification Saving % Saving

RESTAURANT £35,150 £11,170 £23,980 68%KITCHEN/BOH £16,300 £6,480 £9,820 60%PATIO £6,000 £700 £5,300 88%CAR PARK/DRIVE THRU £6,030 £1,480 £4,550 75%TOTALS £63,480 £19,830 £43,650 69%

Headline Indicative ROI for LED Retrofit Options

Based upon a typical Drive-Thru configuration where LED products were NOT used during the Re-Image between 2006/10 and the following assumptions:

Spot Lights used were typically halogen, Down Lights were typically CFL Kitchen/BOH lights used were 5ft IP66 twin T8 fluorescent fittings Patio Lights used were 125 Watt mercury vapour lamps + control gear Car Park and Drive-Thru lamp posts used 120 Watt SON lanterns

Qty Per Restaurant

Capital Investment

Indicative ROI Range

RESTAURANT SPOT LIGHTS 80 £2,080 9 monthsRESTAURANT DOWN LIGHTS 80 £5,840 30 to 48 monthsKITCHEN LIGHTS 24 £3,400 24 monthsPATIO LIGHTS 10 £1,000 12 monthsCAR PARK/DRIVE THRU LIGHTS 16 £6,700 36 to 60 months

Questions and Answers

Bruce RobinsonLAUK Lighting Ltd

Peter SchroederMcDonald’s Restaurants

sales@laukgroup.com