As McDonald’s looks to build up its digital prowess, the fast food chain is mulling which strategic direction will be more compelling for its visitors; customer experience or customer engagement.
McDonald’s is splitting its technology and digital strategy between the two – experience and engagement – with the former dedicated to making visits to the chain smoother, such as customised ordering via its app, and the latter focussed on the “fun” stuff such as McDonald’s sports sponsorships and community engagement programmes around sustainability.
Speaking at the Bernstein Annual Strategic Decisions Conference yesterday (1 June) McDonald’s president and chief executive officer, Steve Read full story ›
Source: The Drum
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