Digital Transformation at McDonald`s: From Mass Marketing to Mass Personalization

Case Code: ITSY134 Case Length: 14 Pages Period: 2012-2022 Pub Date: 2023 Teaching Note: Available

Price: Rs.400 Organization: McDonald’s Industry: Retailing Countries: United States Themes: Digital Marketing, Information Systems,

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

In December 2022, the world’s largest restaurant chain, the US-based McDonald’s Corporation (McDonald’s), announced that it was testing a new restaurant concept in Fort Worth Texas, USA. The digital-only drive thru restaurant was 26% smaller than the conventional McDonald’s restaurants. At the restaurant with no seating area, customers could order using the digital kiosks, on the app, at the drive through, or at the counter..

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