Why McDonald is a reference in digital innovation ?

More and more firms try to create value by digital innovation. But McDonald's is willing to go further than many challengers.

Indeed they have one of the most ambitious digital strategy, especially for a traditional business like restaurants. In this kind of sector most of the companies don't see how they can improve their services by digital technology. But McDonald's is ready to change significantly customer's satisfaction and productivity by using new tools.

For example you are a customer and you don't want to lost time ? McDonald's fund the solution. You can order your meal directly online with your mobile phone or your computer. In this case you just have to come in McDonald's to pay and get your product. But the american firm proposes also to pay online if you prefer. So the moment when you order the employees are starting to prepare your hamburger and to save time: McDonald's can get important gains in productivity. As matter of fact digital transformation affects also logistics management and become a vector of profitability.

However McDonald's wants to go further in this idea: now they are testing the entire digitalization of theirs restaurants. The aim of the project is the following:  when you are inside you don't have to order with an employee you just choose your meal on a tab. It is the easy check in ! This is an optimization of the command and allows the fast food company to manage more efficiently the customer's traffic.

By the way McDonalds proposes also many others services around their products. You want to check some informations about foods ? You have a special information website with all facts about each menu. In London, McDonalds proposes also a playing room for kids with only video games related to the brand. Moreover if you are afraid to do not find a McDonald's on your road, don't panic ! The american company has a service on an app to easily identify the closest restaurant you can go...

To reach this strategy of optimal digitalization it is not a surprise if McDonalds works now with an important IT specialist, Worldline, a subsidiary company of Atos. They work together specifically on digital development.

Digital transformation is definitively a key of success for McDonalds, especially in a very challenging fast food industry.

                 Loïc Rencker & Maxime Vaudin

Source:

http://www.saveursdunet.com/mcdonalds-l-as-du-digital/

http://atos.net/fr-fr/accueil/nous-sommes/newsroom/communique-de-presse/2014/pr-2014_01_09_01.html