‘We’re not Amazon but we’re getting to that’ – McDonald’s Lex Bradshaw-Zanger on building digital consumer profiles

McDonald's is getting closer to building consumer profiles that match the depth of those held by Amazon, according to the restaurant's senior director of digital strategy Lex Bradshaw-Zanger.

Speaking at the Mobile Marketing Association (MMA’s) London Forum today (8 June) Bradshaw-Zanger said McDonald’s is working to reach a point where it can build a profile of a user to understand exactly what they are buying and when they are buying it.

“Obviously we’re not Amazon, we don’t have everything that you’ve ordered at the touch of a button against your name and a profile but we’re getting to that," he said.

For example, in McDonald’s French market, which Bradshaw-Zanger called its “most advanced market in terms of digital commerce,” the fast food retailer has rolled out an app called GoMcDo which enables users to order and pay ahead for McDonald’s products, check-in on the unattended Easy Check In Kiosk to pick up an order, and then skip the line.

It bares similarities to the restaurant in Sweden where customers who open its app get individualied content based on their location, the time of day, the weather, and their own habits of purchasing and responding to promotions.

Bradshaw-Zanger admitted that McDonald’s needs to segment these experiences as a European initiative but called the process a “challenge” given the structure of the business.

“I think that’s the way we should be going, that would make sense, putting all those pieces together if you add them all up, create something close to a perfect mobile experience like ours.”

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