McDonald’s Invests in Leveraging Digital Experiences for Customers

McDonald’s has been well recognized in the industry for top notch and disruptive technology integration in customer service. Recently the company created a team dedicated to researching and developing digital experiences for its customers, as it looks to technology as a key factor to boost sales and drive loyalty.


The new team is part of the fast-food giant’s strategy to use technology to reach customers and push sales growth. McDonald’s has been installing digital self-order kiosks in its restaurants, expanding food delivery and making tech-focused investments as part of that effort. Last year, the company also established McD Tech Labs, a Silicon Valley-based group that includes tech experts such as engineers and data scientists.


According to The NPD Group, digital orders have grown by 23 percent over the last four years to reach $26.8 billion in sales across the restaurant industry. With the mindset of transforming customer experience, McDonald’s newly established team will strive to bring in innovate approaches in food ordering, personalization, payments, loyalty, and delivery.


In an interview, McDonald’s president and CEO Chris Kempczinski said digital is transforming global retail, and it will transform McDonald’s. Although the company has been deploying many successful digital transformations, there is room for improvement.


The company also created a new role of chief digital customer engagement officer, which will be taken by Lucy Brady, formerly senior vice president of corporate strategy and business development. Brady, who previously spent 19 years with Boston Consulting Group, will lead the new team.


McDonald’s is not the only quick-serve restaurant chain focusing on digital growth. Chipotle Mexican Grill in December began testing restaurant designs that can better accommodate its exploding digital sales. That came after Chipotle announced a month earlier that its customers can use their Amazon Alexa devices to reorder their favorite Chipotle meals for delivery or pickup.


This game of digital transformation surely will make brands strive to come up with different disruptive strategies to drive engagement and boost sales in 2020.



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