McDonald’s and Leo Burnett Italia Launch TableToGo for Milan Design Week 2023

TableToGo is an innovative dining solution that aims to create the biggest open-air McDonald's ever, responding to consumers' need for freedom and comfort.

Milan Design Week is a highly anticipated event that draws millions of visitors to the city each year. However, as the number of attendees has grown throughout the years, finding a comfortable and convenient dining solution between events has become increasingly difficult. In response to this problem, McDonald’s partnered with Leo Burnett Italia to create a new, design-savvy dining solution for the occasion: TableToGo.

TableToGo is a limited edition, design-forward and fully recyclable package that was made available to early visitors who ordered meals via the McDonald’s app. TableTo Go affixes to the city’s bollards and transforms into a table for two. This innovative and functional dining solution aims to create the biggest open-air McDonald’s ever, responding to consumers’ immediate need for freedom and comfort.

“Design is at its best when it can solve problems in a simple and aesthetic way, simplifying and improving people’s lives,” says Neta Ben-Tovim, Creative Director and Head of Design for Leo Burnett Italia. “We designed and developed TableToGo guided by this ambition, and we are proud to see it in use and bringing smiles and curiosity to those who use it.” The mobile ordering experience for TableToGo was made to be as seamless as possible, with QR codes located on various city bollards. Each code was equipped with its own bollard number and drove people to the McDonald’s app, where orders were processed and delivered in a similar fashion to ordering at a restaurant.

The campaign is the latest in a series of innovative solutions developed by McDonald’s and Leo Burnett. With TableToGo, McDonald’s and Leo Burnett Italia have taken this concept a step further and created a dining solution that can be used at any large-scale outdoor event.

The launch of TableToGo reinforces McDonald’s commitment to creating feel-good moments for everyone, everywhere. It also demonstrates Leo Burnett’s brand ethos – to solve real human problems through brilliant creative and design.