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McDonald’s Creates 10-Foot Communal Tray After An Arduous Period Of Isolation
By Mikelle Leow, 01 Oct 2021
Video screenshot via McDonald’s Belgium
While not everyone is open to sharing food, the onslaught of lockdowns and isolation has forced many to reconsider their habits. With indoor gatherings becoming more possible, McDonald’s in Belgium has created a “very very very very very… very” long tray to celebrate its fans being able to dine at the same table again.
Dramatically extending the single-serving food tray, McDonald’s Belgium’s communal version stretches 10 feet long—it’s a horizontally-inclined sharing platter, if you will. But why?
“The iconic food tray… [has] always been about ‘me,’” the fast-food chain explains in a campaign video spearheaded by advertising agency TBWA\Belgium. “But after a year of isolation, it was time to make it more ‘we.’”
Obviously, there’s a flaw in its design. You’d risk knocking into another diner while on your way to the table. Plus, how would you clear it without creating a blockage at the counter? That’s why the trays were only used in a few locations in Brussels.
However, the point of the ridiculous tableware is in its celebration of togetherness and bonding. After all, it would be a team effort to even coordinate the carrying of your food to the table.
[via Muse by Clio, video and images via McDonald’s Belgium]
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