McDonald’s: Getting to Know You

The fast-food chain has plans to gather lots of data from customers via its mobile ordering system.

April 19, 2017

CHICAGO – By the end of 2017, McDonald’s will nationally launch its mobile ordering system. But it’s not all about ease of picking up a Big Mac—the fast-food chain will use the system to collate tons of data about customer habits, Detroit News reports.

McDonald’s has been struggling a bit of late, and the mobile ordering system is the latest attempt to redirect sagging sales. The chain announced recently it would be returning to its menu roots and would be using fresh, not frozen, beef in some of its core burgers.

The chain will use the data gathered from app users to personalize connections with customers, such as offering pairing suggestions based on past history. Younger consumers, including millennials and Gen Z, are more apt to share their data in return for something. “Consumers are willing to share data if the benefits are right,” said David Pierpont, Ansira executive vice president. “I think you’re going to see more and more. Everyone’s trying to figure out how can they leverage it.”

McDonald’s smartphone app delivers coupons and store locations, but the ordering and payment component will be added in the United States by the end of this year. The mobile ordering system is already in place in some international markets. For example, the app spurs customers to order 35% more on average in Japan. In France, the company sifts through guests’ behavioral insights to customize promotions.

“The same technology advancements that are so dramatically changing the way that we live are also transforming the way we market today,” said Silvia Lagnado, McDonald’s global chief marketing officer. “We’re increasingly able to measure things that we would have not dreamed of measuring just a few short years ago.”

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