Campaign details

Brand: McDonald's Spain
Lead Agency: OMD Spain
Region: EMEA

Strategy

Objective

The crisis that began a price war within Informal Eating Out Category in Spain, endangered the differentiation among its players. Visits to McDonald's restaurants decreased - 6,3% from 2014 to 2016.

To drive its relevance, back in 2016 McDonald's redesigned its App and placed it at the center of its loyalty program, My McDonald's, aiming to design extremely personalized customer experiences.

The challenge was extracting the intelligence of data to improve the experience of customers, controlling all the touchpoints in their journey and turning those strangers into well-known individuals.

Ultimately, the aim was contributing to the business objectives, not only regarding a deeper knowledge of the consumer but also obtaining a growth in sales, in terms of increasing the sales via App and grow the average sale ticket beyond the promotional activity.