Digital Transformation at McDonald`s: From Mass Marketing to Mass Personalization
| Case Code: ITSY134
Case Length: 14 Pages
Pub Date: 2023
Teaching Note: Available
| Price: Rs.400
Countries: United States
Themes: Digital Marketing, Information Systems,
Abstract Case Intro 1 Case Intro 2 Excerpts
How to listen in to customers?
McDonald’s had always used IT. But IT’s role was limited to the backend of the company, and it was considered to be a cost center..
‘Accelerating the arches’
During the early days of the Covid-19 pandemic, customer needs were different. The demand was for contactless and quick delivery and digital payments. McDonald’s had an app in place, which helped it surge through the Covid-19 pandemic..
Taking Personalization Ahead
In the second quarter of 2022 ending June 30, 2022, the digital sales were US$ 6 billion, meaning they accounted for one-third of the systemwide sales. Digital sales in the US in the first quarter were at US$ 2 billion. In the six largest markets of McDonald’s, digital sales, including sales from kiosks, delivery, and mobile ordering, were 30% of the total sales at US$ 5 billion, an increase of 60% compared to the same quarter the previous year..
Exhibit I: Service at McDonald’s
Exhibit II: McDonald’s Fannual Report
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