A multi-market product launch. Gamified for repetition.

A recipe does not stick through decks, e-learning and briefings alone.

For the launch of the new Big Arch burger, McDonald’s needed a scalable training solution to ensure consistent product knowledge and brand alignment across Australia, Italy, the UK and New Zealand. The standard playbook works for sharing information, but struggles to make a recipe stick across thousands of crew before launch day.

We created a gamified employee experience that turns product education into something crew want to come back to.

Players build the Big Arch from scratch under pressure, racing against a 52-second clock. That way, they learn the recipe by doing it. The feedback loop is instant: perfect builds reward bonus points (+150), while mistakes cost points (–50). Through repetition, the recipe starts to correct itself.

A leaderboard mechanic lets crew see their score against colleagues, driving the replay behaviour this training depends on.

To build pre-launch momentum, we added a countdown screen — “Big Arch launching June 18” — and exclusive merch incentives. That turned the training into an event in its own right.

The result is not just reach, but repetition.

With an average of 7.3 plays per user, this employee experience shows that the Big Arch recipe was not just read, but rehearsed. And that is exactly what makes this approach effective: product knowledge is not only shared, but reinforced through doing.