Empowering EV Road Trippers: McDonald's Partnership with Electrify America to Combat Range Anxiety
Problem
Range anxiety is the fear of Electric Vehicles (EV) drivers running out of charge before reaching driving destination. 58% of electric vehicle owners in the United States reported experiencing range anxiety.
Opportunity
What is the most common thing EV road trippers need while traveling? Food, amenities, and a charge. How might we enhance the experience of road trippers by effectively addressing their food, amenities, and EV charging needs?
Insight
Range anxiety is a significant barrier to long-distance electric vehicle travel, as it leads to concerns about running out of charge and limited charging infrastructure availability, resulting in decreased confidence and convenience for EV owners.
Solution
McCharging: A partnership between McDonald's and Electrify America
McDonald's
Extensive real estate and nationwide presence
Integrated McDonald's app with Electrify America's
Making long-distance EV travel more accessible and appealing to a wider range of consumers.
Why Electrify America?
800 stations and 3,600 fast-charging ports across the U.S.
Use of advanced technology that enables fast charging
Powered by 100% renewable energy sources
When taking a road trip one can’t help but notice McDonald’s everywhere.
13,341 locations
4,607 cities
How It Works
Prep For Trip
Download McDonald’s app
Register
Get started - select route
Nav The Way
Select your route
Order food
Reserve your spot
The Spot
Select and reserve a spot while placing your order.
The QR code is your receipt.
Locate charging station
View of pulling up to selected charging space.
Scan the QR code received in the app order receipt to start your food order and begin charging. Enjoy McDonald's food and amenities while waiting.
Charging Station Screen Interactions
Screen 1
First screen encountered
Screen 2
Scan QR code or enter order number
Screen 3
First screen encountered
Screen 4
Scan QR code or enter order number
Oh yes...The Happy Meal
McDonald's reinforces sustainability through play by including a hot wheels toy EV car with every kid's happy meal, promoting environmental responsibility among younger generations.
“While taking action on climate change is challenging and requires significant investment, it is important for the strength of our business now and in the long term.”
~ McDonalds
Benefits
Consumer
Reduction in range anxiety
Enhanced customer experience with added amenities
Easier access to charging stations during long distance road trips
Enhancing EV user experience through tech and innovation
Ability to plan and navigate charging stops using a familiar app
Business
Attract new customers and retaining existing ones
Diversifying business offerings and creating a new revenue stream
Enhancing brand image and promoting sustainability initiatives
Building strategic partnerships with technology and energy companies
Generating valuable data insights on customer behavior and EV use patterns
Reflection
This project showcases McDonald's commitment to sustainability and innovation while driving traffic to its locations. By implementing McCharging it displays the importance of collaborating with industry partners to stay competitive and relevant in an ever-changing market. There were many layers to consider in taking on a project like this but through my research, looking at trends, and just good old fashion talking to people (in and outside of the EV community) there is large need for this to happen. If McDonald's does not do this one of their competitors will.