Technology Test Investigates Better Customer Experience at McDonald’s: Goals and Results

Mcdonalds Customer ExperienceMcDonald’s and Piper, a San-Diego based beacon solutions provider, are testing a new iBeacon solution to increase engagement and enhance the customer experience for patrons of McDonald’s Georgia locations. McDonald’s franchises in Columbus are integrating beacon technology to give customers a new and better dining experience. By utilizing Piper’s beacon technology, which is supported by the latest iOS and Android platforms, the franchises can easily deliver coupon offers, timely alerts, employment opportunities, and customer surveys right as customers enter the establishments.

Jack Pezold, an owner and operator of McDonald’s franchises for more than 40 years in the test area, is excited about new technology that will significantly enhance the customer experience. Pezold owns 22 McDonald’s franchises, 17 of which are involved in this test.

“Besides the benefit of exclusive offers, consumers have the opportunity to easily express concerns through a customer survey that if flagged as critical, a store person would be notified and could act quickly to resolve the issue,” Pezold told Loyalty360. “We’re proud to be at the forefront of testing new beacon technologies to deliver improved experiences for our customers where they are most focused—on mobile. As Mcdonalds Customer Experiencemore and more people are using mobile in-stores, reaching customers is becoming more difficult for everyone.”

Pezold said 263 more restaurants in the Southeast are exploring the use of the Piper technology as well.

Piper partnered with McDonald’s to develop a custom mobile app for the franchises to deliver coupons directly to customers who opt in via their smartphones once they’re in a close geographic proximity to the restaurant. Customers can also personalize the types of messages they receive, to help discover deals that are most relevant to them, while blocking out messages that are outside of their interests.

During the initial four-week launch, customers who had the Piper app installed were prompted to save an Apple Passbook offer to their device. This offer is also visible and redeemable with Piper’s Android app.

Response for the advertised offers through both mobile and signage at participating stores shows more than 18,000 offer redemptions for the promoted items featured. McChicken sales increased 8% and McNugget sales increased 7.5% over the previous month).

The mobile platform “also provides employment opportunities through a text directed to the store manager, who can then contact the person before they leave the store,” Pezold said.

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