McDonald's: Feel-Good Customer Journeys

McDonald's, a quick service restaurant, encouraged consumers in the UK to use the My McDonald's app more frequently by helping them to familiarise themselves with the app.

Campaign details

Agency: ArmadilloClient: McDonald's Restaurants UKCampaign Name: McDonald's: Feel-Good Customer Journeys

McDonald's wanted to cement the digital habits of its most valuable customers - establishing the My McDonald's app as their channel of choice.

Strategy

Many customers who registered on the app were ordering only once, or not all. Accelerating adoption of the app was a top priority during lockdowns.

First data insight was unlocked. A segmentation placed customers into one of 14 groups, depending on recency, frequency, spend and behaviours such as use of offers.

By analysing customer movement between segments over time,...

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