In recent years McDonald’s has worked hard to change its image ‘from fast food to good food fast’ but speaking at #SMWF Europe earlier this month Pierre Woreczek, chief brand and strategy officer, for McDonald’s explained how digital technology is changing McDonald’s structure, offer and customer relationships.
Moving from mass McDonald’s to my McDonald’s
In the second chapter of McDonald’s strategy change Woreczek said the company was shifting to a much more personalised approach as it moved from mass McDonald’s to my McDonald’s. However he said it was a tough ask: “Personalisation is not a unique element but it is a pretty challenging goal for a mass business like McDonald’s,” he said. However he said digital, if McDonald’s does it well, could be “our road to heaven in our restaurants and we way we do things,” he said. So exactly what changes will it bring to the business and how it does things? (more…)