Fast food chain McDonald’s has teased the audience at ADMA’s Global Forum there’s a new app coming for the brand.
The current app for the business was cheekily labelled “terrible” by Daniel Lee, senior director – digital experience lead APMEA for McDonald’s.
“I don’t need to tell you it’s a terrible app,” he quipped to the audience at the Forum in Sydney, “because the one star rating in Google tells us so.”
While not embellishing on any extra details, Lee said a new app was coming soon and would contain options such as ordering, delivering, payment mechanisms and café cards.
Besides dropping hints, Lee talked the audience through the numerous digital initiatives the company was expanding into.
When McDonald’s recognised it wasn’t getting through to millennials or mums, the team realised that would cut out a huge chunk of the incoming generation, a travesty for the brand.
Technology has been one of the biggest factors for the fast food chain in attempting to combat this, and while the physical store remains paramount to the business, McDonald’s is ramping up its digital tactics.
Lauding itself as one of the biggest toy distributors in the world, Lee admitted that even though his kids get really excited over the Happy Meal toy, after 30 seconds they’re bored and on to the next one.
The Macca’s of the future plans on combining the digital with the physical, said Lee, where the physical toy can be a gateway to a digital realm of games and extra content.
Lee also gave the audience a sneak preview of what’s cracking in the brains behind the brand’s physical stores. Initiatives such as McDJs – where the customer controls the music, and the reduction of cash registers were among options hinted at.
However, by reducing cash registers, Lee stressed it wouldn’t mean the loss of jobs, as the brand would shift people around the store to other areas such as waiting on tables.
A question posed from an audience member centred around whether there would be change in colours in the brand, as they had had noticed black being used in the ‘Un-McDonald’s’ and ‘Create your taste’ campaign, as opposed to the traditional colours of red and yellow.
“Where markets have been…successful and doing very well in the market, they get a lot of freedom,” replied Lee.
“Certainly no one is going to be messing with the golden arches.”
The freedom to change-up colours isn’t for every market however, said Lee, as it depends on a variety of factors.
Another question posed by an audience member questioned whether a loyalty scheme would be introduced, however Lee joked from their research, many people don’t like to be reminded how much McDonald’s they actually eat. This was evident in early March when many were caught lying about how many burgers they stuff in their gob.
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]