Delivering culturally relevant design to bring families together

Man and two children smiling, leaning out the windows of black car


McDonald’s wanted to introduce rice-based entrees in Northern Asia to grow the dinner day part and find a way to bring families together. They needed a short-term packaging solution that allowed for effective containment in less than three months. They were also looking for a longer-term solution that offered a more consumer-centric approach.

Bowl of rice against red background


tms took a two-step functional packaging approach for both short and long-term gains. The first batch of packaging was delivered in less than three months, allowing the restaurant to quickly launch rice entrees. For the longer-term solution, tms analyzed main consumer preferences for a dinner experience. We harnessed these insights to create new packaging that encouraged meal sharing while maintaining product integrity and quality.

Family of three enjoys French fries at McDonald's


Leveraging tms’s award-winning design teams and extensive supplier network, we delivered new packaging in record time, then adapted the next round of designs using our findings with limited investment on the front end. Our modular packaging enhances the customer experience, allowing them to share food in a way that feels comfortable and familiar.

White rice and grain stalks

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