McDonald's announced a new growth strategy, Accelerating the Arches, which encompasses all aspects of McDonald's business as a leading global omni-channel restaurant brand.
To transform its digital offerings across drive thru, takeaway, delivery, curbside pick-up and dine-in, the company announced a new digital experience growth engine, "MyMcDonald's." Through the digital tools across this platform, McDonald's will offer customers the fast and easy experiences they love and provide them with many reasons to keep coming back. Customers will receive tailored offers, be able to participate in a new loyalty program and easily order and receive McDonald's food through the channel of their choice. One key component of "MyMcDonald's" starts in the coming weeks in the Phoenix area in the U.S. with a pilot of a new loyalty program.
The Company expects digital sales to exceed $10 billion or nearly 20% of Systemwide sales across its top six markets in 2020. To further expand on its already significant digital presence and bring more speed and convenience, more personalization, and even better value for its customers, the Company expects to launch "MyMcDonald's" across those top six markets by the end of 2021.
The strategy also includes a refreshed purpose to feed and foster the communities McDonald's and its franchisees serve around the world, updated values that guide actions and behaviors, and growth pillars that build on McDonald's competitive advantages.
"In countries around the world, we have seen customer behaviors change at an unprecedented pace over the last several months. We believe this presents an opportunity to do something special as we write the next great chapter of McDonald's," says Chris Kempczinski, McDonald's President and Chief Executive Officer.
"By embracing a bigger, more holistic vision for the future, Accelerating the Arches defines how McDonald's will deliver value to all stakeholders by providing a clear roadmap of what we can do for the millions of customers, in the thousands of communities, we serve each and every day. With our new growth strategy, we will build on our inherent strengths by harnessing our competitive advantages and investing in innovations that enable us to continue to offer fast, easy moments for our customers."