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BizReport : Mobile Marketing : January 29, 2016


Mobile app serving up success for McDonald's

While fast-food giant McDonald's may have been slow to serve up a mobile coupon app, it appears that their offering has proved a recipe for success.

by Helen Leggatt

Just three months after launching their mobile coupon app, burger chain McDonald's has seen a whopping 7 million downloads, a rate higher than industry norms.

"Digital has become a really big focus at McDonald's," Julia Vander Ploeg, vice president of Digital, McDonald's USA."The mobile app will transform how our customers engage with us by removing physical boundaries so they can connect to McDonald's any time or place."

While the download rate is an achievement in itself, it is perhaps that the company can actually relate this digital strategy to cash flowing into their tills.

"For the first time, here at McDonald's we have built in a trading increase, a sale, an incremental sale expectation based on our digital platform," said CEO Steve Easterbrook. "It's a little modest for 2016, but we're actually contributing to the business growth. And being a platform, this is going to deliver for many years to come as we can kind of understand our consumer behavior and be more rewarding to them."

McDonald's has just posted its best U.S. quarterly sales in nearly four years, driven by the all-day breakfast.

Image via Shutterstock

Tags: app, fast food, McDonald's, mobile, retail










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