From Mass McDonald's to My McDonald's

Fast-food restaurant McDonald's improved customer experience for its loyalty app in Spain by personalising messages and identifying clusters of audience.

Campaign details

Brand: McDonald's SpainLead Agency: OMD SpainRegion: 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...

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