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Brief Published: 23 Jun 2015

McDonald's Bike-friendly Packaging

McDonald's McBike Packaging

Fast-food giant McDonald's has introduced specially designed packaging that enables cyclists to buy their food from a drive-thru while on the go.

The recyclable cardboard container can be hung on the cyclist's handlebars and then on reaching their destination is unfolded to reveal a full meal inside. A hole in the bottom of the sling supports a drink while two pockets contain a burger and fries.

The packaging was devised as part of a marketing campaign by Argentinian design agency Tribal and has been trialled in Copenhagen and Medellin. It is soon to spread to other bike-friendly cities such as Amsterdam and Tokyo.

Although no plans have been announced to make it a permanent solution, similar designs are likely to appeal to busy consumers who are looking for convenience –particularly in relation to eating on the move. Look to Packaging Futures: In Transit for more examples of clever approaches to packaging that ease the lives of transient consumers.

Fast consumption solutions will become more important as travel habits shift, particularly within increasingly growing cityscapes. Millennials and likeminded urbanites characteristically desire flexibility in their transport options and are therefore likely to favour businesses and services that adapt around their choices. See Urban Transport Revs Up for further insight.