Drive-thrus are more popular than ever, especially with teenage McDonald’s fans. In fact, the McDonald’s drive-thru is a rite of passage for many new driving licence holders. But for these younger drivers, negotiating a drive-thru can be harrowing.

McDonald’s UAE took notice of this and with the help of Studio M (powered by Publicis Groupe), decided to partner with UAE’s leading driving school, Emirates Driving Institute, to launch the world’s first Drive-Thru Program.

Their lesson program was conducted in a temporary but realistic-looking Drive-Thru inside the driving practice circuit of Emirates Driving Institute. McDonald’s and Studio M collaborated with driving instructors to surprise students with a new lesson, where they were taught how to navigate through a McDonald’s Drive-Thru. The set-up was exactly like any other McDonald’s Drive-Thru in terms of looks and navigation. The program gave new drivers the instruction they needed to be accurate with their turns, stops and speed.

“Drive-thru is more popular than ever in the UAE. It’s one of the most convenient ways to pick up something on the road. But while it adds comfort and convenience to people’s lives, one thing was left unaddressed: how to drive in a Drive-Thru,” explained Kalpesh Patankar, chief creative officer at Leo Burnett UAE.

“Our Drive-Thru service brings convenience to our community and we want new drivers to experience it and learn how to seamlessly navigate through its lanes, while creating memorable experiences,” added Walid Fakih, chief executive officer at McDonald’s UAE. 
 
McDonald’s UAE aims to reactivate The Drive-thru Program in 2023.