McDonald’s is throwing its weight behind product personalisation and digital initiatives as it moves forward with an “aggressive sense of urgency” following a disappointing performance in its second quarter.
The fast food giant said that it would look to place more emphasis on consumer expectation of its products and would leverage customer data and information from its Californian Learning Lab to implement technology – such as tablets at the counter – to allow consumers to select different ingredients for their meals.
Don Thompson, chief executive and president of McDonald’s said the company is reviewing its marketing strategy as it looks to re-establish itself as a market leader.
“In some markets this means adding fresh perspective by bringing in new leadership or agency partnership. In others in means heightening our awareness of how customers use McDonald’s and creating stronger messages to reinforce our place in customer’s lives and around the world.
“We’re also strengthening our creative messages by placing emphasis on the quality of our food and again re-establishing the emotional connection that our customers associate with the McDonalds experience.”
Thompson added that McDonald’s is “accelerating” its digital efforts, leveraging learnings from markets like France and Australia which are already “executing some elements of our e-commerce digital strategies”.
In May the fast food brand rolled out the My Burger campaign to allow customers to design their dream burgers, with the winning meal chosen via a public vote.
McDonald’s posted disappointing financial results which saw profit slip to $1.39bn compared to $1.4bn last year.
Sales at restaurants open for more than a year were flat, with the US struggling more than other markets – sales fell 1.5 per cent, missing estimates of a 0.3 per cent decline.