Fast food giant McDonald’s has said that its recent strong annual results are partly down to a program of digital transformation.
The company launched its Accelerating the Arches growth strategy, much of which centres on reaching out to customers in innovative digital ways, in late 2020. Its global sales in 2021 rose 21% for the full year, surpassing $112 billion. Sales in the US, its largest and most competitive market, were up 13.8% for the full year, the highest such rise it has ever reported.
“Accelerating the Arches is proving to be the right strategy with the right focus at the right time,” commented McDonald’s CEO Chris Kempczinski.
He added that digital transactions through apps or kiosks now account for ‘a significant and growing percentage’ of McDonald’s major market revenue. He also revealed that digital programs have enabled McDonald’s to elevate customer engagement, measure marketing effectiveness and forecast future performance.
Kempczinski talked of further ‘amplifying’ contactless channels like delivery and drive-thru and creating digital experiences that are seamless, personalized and easy to use.vDigital loyalty programs have also been successful, he reported, such as MyMcDonald’s Rewards, the company’s first global digital offering which now has over 22 million enrolments and over 15 million active members.
The company’s Global CIO Daniel Henry said he has been working hard to motivate his team to use digital methods to understand McDonald’s customers better, and added that he is keenly following tech usage in other industries in search of new ideas.
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