SCAMPER method is a method in design which utilizes 7 key elements to introduce an idea for a new product or to reshape the idea of an existing one. The goal of having these key elements is to help finding focused approaches to the brainstorming process of ideas and help the creative process remain more structured. While there is no restrictive «flow» as for using the SCAMPER method and changing from focus to focus. You can indeed start with one aspect and work towards another one without feeling bound to a linear progression through the aspects of the model. I will explain each of the seven elements in the following paragraphs, and how they have been applied to the McDonalds brand:
Substitute: Substitution withing the SCAMPER technique is aimed at finding substitutions or replacements for any element of the idea. This can be substituting a product, service, solution or an idea with something else. McDonalds have substituted technology such as cash registers to more efficient alternatives which has reduced queue times in their restaurants, as well as change their potato chips with French fries. The latter change has turned into one of McDonalds staple products.
Combine: Combining elements within a process to simplify the project, save resources or build excitement to a user/customer can be a huge improvement. McDonalds achieved this through combining toys with their meals aimed at kids.
Adapt: Adaptation serves to improve the process from an output-based level using the existing system. McDonalds adapted their brand by including McCafé, which broadens the audience and interest of customers.
Modify: Modification to a project is aimed at solving problems one a bigger scale, often surrounding the entire project itself. McDonalds achieved this for example by adding Wi-Fi to their restaurants as well as breakfast menus, to widen the appeal and audience.
Put to another use: Putting things to another use in the SCAMPER techniques refers to how existing products and solutions can be applied elsewhere to solve problems. McDonalds have expanded its brand into other areas and rebranded itself from a restaurant to a fast-food chain. McDonalds is also at the head of supporting the Olympic Games as well as participating in charitable work such as financing homes for ill children and their families to stay close to the hospital.
Eliminate: Eliminating unnecessary elements in a project can free up space and streamline processes to make them more efficient and avoid clutter. McDonalds achieved this by cutting down employees by adding self-service, made smaller packaging which is both environmental and resource friendly and cut out the entire concept of drive-in barbeque.
Rearrange: McDonalds rearranged the eating process for their customers by allowing them to order inside the restaurants and find a table to eat at instead of only being a drive through chain.
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