THE SAUCE DRAWER

PROJECT OVERVIEW

The Sauce Drawer was a three-day experiential activation in New York City that transformed a commercial storefront into an immersive McDonald’s experience celebrating the brand’s iconic sauces and the launch of McCrispy Strips and Creamy Chili Strip Dip.

The custom-designed environment featured interactive sauce-mixing stations, AI-powered personalized labels, and branded scenic installations. Guests could sample McCrispy Strips, create their own blends of McDonald’s sauces, and take home personalized bottles of their custom creations.

PRODUCTION & EXECUTION

Client: McDonald’s
Role: Integrated Producer | IW Group

Led day-to-day production of The Sauce Drawer, overseeing budgets, creative development, venue coordination, vendor management, technical production, staffing, and onsite operations.

Supervised the creative design process and managed the lead production vendor responsible for fabrication, equipment sourcing, specialty subcontractors, installation, and load-in. Coordinated creative, technical, and operational requirements across teams to bring the experience to life.

Managed guest experience logistics, including attendance forecasting, food truck coordination, and food preparation and service schedules. Calculated sauce inventory requirements based on anticipated guest demand and managed bulk procurement to support the interactive mixing experience.

Oversaw production schedules and overall execution, ensuring the custom-built environment, food service, and interactive experiences were operational throughout the three-day activation.

Images and Video owned by IW Group. Additional photos by Eloise Scoley.