mccharge: mcdonald's drive-thru electric charging stations in sweden

as the number of electric-powered passenger cars is increasing in sweden, mcdonald’s has grown to become sweden’s largest restaurant chain for electric car charging. after installing its first charging posts as early as 2009, the mega-chain now counts with 55 charging stations around the scandinavian country. the expansion of charging stations continues as mcdonald’s aims to include charging stations at all its drive-thru restaurants. 

according to a survey conducted by mcdonald’s, 48% of electric car drivers say it is difficult to find charging stations. to make this transition more visible and to lift the need for continued expansion of charging infrastructure along the roads, mcdonald’s updated its classic signpost, leveraging on its high visibility and easiness to recognize form afar. in an effort to make it easier for people travelling in electric cars to find charging stations, mcdonald’s has produced its own version of classic ‘parking signs’ that lead the electric car traveler to the restaurants’ charging stations. the first signs have been installed by mcdonald’s restaurants in mjölby and munkedal. in addition to the current price of charging, the signs also show the current price of big mac and happy meal, so that both drivers and passengers can refill their own energy while the car is charging.

historically, mcdonald’s has frequently been involved in the development of charging infrastructure along roads in sweden. more and more people are choosing to travel by electric vehicles, and the restaurant feels the responsibility to be a part of sustainable choices. ‘our sign is a new and fun take on a classic way of doing just that‘, says christoffer rönnblad, marketing director at mcdonald’s in sweden.

project info:

project name: mccharge

company: mcdonald’s

location: sweden

creative agency: NORD DDB

media agency: OMD

pr agency: prime