Measuring the unmeasurable future: A new strategic foresight methodology

Jo Lepore and Yannis Kavounis

How McDonald’s applied AI-powered systemic modelling to plan for the future.

At McDonald’s, we believe that creating impact is all about the choices we make about the future. As a business, as people and as a wider society, we all face similar issues with seemingly unprecedented uncertainty and dizzying speed of change. In order to measure the seemingly unmeasurable amidst instability, uncertainty and reoccurring crises, the McDonald’s team sought out a new and unique foresight methodology: AI-powered systemic modelling.

The problem to solve and desired impact

When you think about McDonald’s, your mind might immediately jump to delicious hamburgers, inventive and well-branded packaging, happy meal toys or quick dinner through the...

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