Macca’s Goes Digital To Bring Customers The Big Mac Of The Future

Macca’s Goes Digital To Bring Customers The Big Mac Of The Future
SHARE
THIS



McDonald’s is one of the most recognisable brands in the world, but now digital technologies are helping the company transform their services far beyond the traditional customer experience according to Daniel Lee (pictured below), senior director, digital experience lead APMEA, McDonald’s.

Lee joined McDonald’s two and a half years ago. He already had 16 years’ digital experience under his belt, largely on the agency side working with a range of clients like Nestle, American Express, Reckitt Benckiser and IBM.

daniel_lee-1

During its first 60 years the company introduced some major innovations to its sector such as Drive Thru in the 1970s and McCafe in the 1990s. “But it has largely been an analogue and anonymous cash business.  Digital is enabling us to create new ordering experiences such as delivery, pre-ordering, and gourmet burgers that will set us up for the next 60 years for a new generation of customers.”

He described three of those experiences – McDelivery, Create Your own Taste, and the impact of i-Beacons – in an interview in advance of his presentation to the ADMA Global Forum in August next month.

McDelivery as the name implies lets customers get McDonald’s delivered to their door. It actually started in the US in 1993,  but now runs in 26 markets around the world. Australia is the latest to come on board.

“It is all about convenience” said Lee. “While we operate call centres in most markets, digital ordering is clearly what customers prefer with some markets completing over 80 per cent of orders digitally. So we’re actively working to make digital ordering even simpler and faster.”

Create Your Taste on the other hand is all about providing the “most awesome burger experience”.

According to Lee it brings together digital ordering with a totally new in-store and food offering. “The kiosk practically lets customers totally customise their burger and have some tactile fun to create it – versus having to stand in front of a cashier and try to order which is possible but less practical. Then with table locators integrated with the kiosk, we’ll actually bring the food to your table. As the team likes to say, very ‘un-McDonald’s.’’

Finally the fast food giant is in the early stages of utilising i-Beacon.

“It is a technology that we’ve been trialling for a couple of applications. The most obvious one is knowing a customer is in store so that we can deliver targeted offers or a timed offer after they have been in store after 20 minutes, such as a coffee or a dessert after your meal,” he said. “Another application is for ‘check in’ where customers may have pre-ordered and as they get closer in store, we can release their order for preparation so they can literally ‘grab and go’ with their order.”

Digital Transformation

McDonald’s of course is almost a poster child for incumbency with six decades of corporate heritage, a global footprint and market leadership around the world. So what does it see as its key digital transformations challenges?

The most obvious was simply having dedicated digital people to drive the digital ambition, as this skill set was not typically found inside the organisation, he said.

“With the appointment of a global chief digital officer in our head office in Oak Brook (in the US), and with executive support from the CEO and board, we undertook a massive hiring campaign and digital team structuring.”

And like many successful incumbents operating at global scale, the company can’t simply abandon its legacy systems. “Our back-end software and hardware systems that support ordering, pricing and stores are remarkably complex and were designed for operational efficiency rather than ‘real time-data driven’ marketing.”

This isn’t something that can change overnight, he said. “We’ve established cross-functional teams between digital, IT and operations to put together a roadmap and re-architect our platforms, while working with what we have today to deliver immediate results.”

According to Lee, “We’re also working on how do we become more ‘agile’ in our processes. Not necessarily from software development but from a cultural approach of moving faster to test new ideas and iterate quicker. This is very much being led by the digital team as an internal catalyst to effect a change in approach.”

With such a powerful brand and culture the company puts a lot of thought into empowering its people locally.

“We work on the principle of providing a core set of tools and software and allowing markets to customise for local needs. While the core could include things like ordering or menus, we need to cater for third-party map providers. Google Maps (for instance) does not operate in China.”

The company also has to work with a wider array of  social login providers such as WeChat, along with different and payment gateways. 

“Inevitably there is going to be some compromise, but this is where we operate a product governance process to ensure specific market requirements are built into the product roadmap.”

This article originally appeared at www.which-50.com

Please login with linkedin to comment

Latest News

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]