McDonald’s SCAMPER

We were instructed to research the history of McDonald’s and explain which parts of the SCAMPER model are evident in its development onto its current success. I’ve picked out some specific examples of how McDonald’s used the method.

  • Substitute
  • Combine
  • Adapt
  • Modify
  • Put to use
  • Eliminate
  • Reverse


McDonald’s has regularly substituted items on the menu and replacing them with other items. They would often run sample trials on items to see how they would sell and replaced any that didn’t have a good turnout.

McDonald’s has also substituted plates and dishes for paper cups, cardboard boxes and paper bags, saving time that would be spent on washing dishes.


They have combined toys and other fun objects with their menus. Children get a toy when they order a happy meal. Other menus throughout the years has also had similar gifts. For example a few years ago one received a Coca Cola glass when ordering a menu as a part of a campaign they had. 


McDonald’s adapted to target children and give them a different brand name by adding Ronald McDonald as the face of the company.


McDonald’s has modified their menus to include breakfast foods and salads as an alternative option to their greasy burgers and fries. They also have an alternative for vegetarians and provide meatless options. They also offer a selection of desserts with milkshakes, McFlurrys, Frappucinos and more

Eliminate something 

McDonald’s has eliminated a lot of work for the workers by mass producing their food and using machines that assist in making the foods.

Reverse or rearrange

In recent years McDonald’s has rearranged the way they serve food to customers. Having them pick a number and grab their food themselves instead of serving them and hiring extra workers.


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