McDonald's digital revamp includes food order app and new music partnerships
McDonald's has released a flurry of new digital propositions to modernise the fast-food chain and increase store footfall in a move which will see a new food-ordering mobile app and online "music experiences" rolled out worldwide.
McDonald's believes that digital initiatives will drive customer frequency
As part of the digital drive, the company has appointed Julia Vander Ploeg from Ticketmaster as vice president of digital, to extend the chain’s reach and “advance McDonald's efforts in the digital space”.
The new direction will see the McDonald's food app, already compatible with 2,000 US restaurants, released in select markets to “revolutionise” the company's consumer experience.
The firm last month said that it is “accelerating” its digital efforts worldwide to catch French and Australian markets which are already “executing some elements of our e-commerce digital strategies”.
It added: "We're also testing various additional elements of our strategy in other markets, like the US, Sweden and the UK.”
The position of product director for music and entertainment was also listed. This would entail creating a "variety of digital music and entertainment experiences that McDonald's will provide to customers," to "reward our most enthusiastic customers and drive frequency".
This comes after the firm struggles in the Russian and Asia markets, after sanction pressured store closures and a rotten meat food scandal respectively.