Beyond expectations!
"Fresh Forward's strategic journey, with its steps to break free from existing frameworks, turn on our creativity and get moving together, was 'beyond expectations' for us!"
Stijn Mentrop - Huliselan
CMO
Where imagination shapes the future
McDonald's Netherlands wanted to create space for innovation in a world where our eating habits are changing rapidly. While the international system runs on strict processes, the ambition grew to start a movement in the Netherlands towards a future-proof menu. Together with a core team from headquarters and committed franchisees, an energetic search began for what guests might find on their trays in the future. The great thing is that this vision did not end up in a drawer, but immediately caused internal movement.
Beyond expectations!
“The strategic process and the steps we took to break free from existing frameworks, unleash our creativity, and start moving forward together exceeded our expectations!”
Stijn Mentrop, Chief Marketing Officer, McDonald’s Netherlands
Initiatives immediately took shape
We brought together people who know the brand inside and out. From daily operations to strategic exploration. Together, we delved into food trends and waves of innovation that will be decisive in the coming years. The protein transition, cultured meat, new ingredients, technological possibilities, but also the power of local collaboration. That broad perspective provided breathing space. The team developed several initiatives that immediately took shape and have already been adopted within McDonald's Netherlands.
Tilting brought energy
Gradually, an important insight emerged: the Dutch organization already operates in a surprisingly local manner and can leverage that strength even more effectively. That realization provided direction and confidence. The team felt that developing a future-oriented menu did not have to conflict with international frameworks. On the contrary, it could create new opportunities for guests in the Netherlands and for the organization itself. That shift brought energy to the process and made the movement sustainable.
A course that opens up opportunities
The special moment lay in that clear tipping point. The moment when the group felt a single vision emerging and realized that renewal is not about isolated innovations, but about a course that opens up opportunities. A course that is now continuing to grow in teams, choices, and product development.
With over 20,000 employees, 262 restaurants, and more than 60 local entrepreneurs, McDonald's is deeply rooted in Dutch society. Nationally and locally, the company works together with franchisees, suppliers, social partners, policymakers, and all employees.
In a world of ongoing sustainability, protein transition, healthier nutrition, and new legislation, McDonald's Netherlands took on the challenge of developing a future-proof menu.
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Marten
