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Digital Transformation

Publicis.Sapient and Capgemini to help McDonald’s create ‘restaurant experience of the future’

By Minda Smiley | Reporter

August 28, 2017 | 4 min read

McDonald’s has chosen Publicis.Sapient and consulting and technology services firm Capgemini to work on the fast-food chain's digital and technology innovation strategy.

The duo will be tasked with helping the brand create the "restaurant experience of the future." According to Publicis, the pair won the business after a year-long pitch that included players such as Accenture. The two firms will be part of the team helping McDonald’s build assets including kiosk ordering, web applications, mobile order and pay, and creating innovative digital services for employees.

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Capgemini, headquartered in Paris, plans to open what they are calling a 'new Global Digital Retail Center' in Chicago to support the relationship.

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"We're grateful for the opportunity to put our brand behind McDonald's to set the bar together for customer experience in the industry for many years to come, through our client-centric approaches to business and shared obsession with creating the best possible customer experience," said Tim Bridges, head of the global consumer products, retail and distribution sector at Capgemini, in a statement.

"We look forward to delivering McDonald's digital and restaurant technologies to locations worldwide through our Chicago Global Digital Retail Center and other centers of excellence. This will allow us to consistently innovate and design new customer-focused technologies while demonstrating leadership in platform thinking," he added.

"The McDonald's brand has been a household name for generations and has continued to lead in its category by introducing new products that are uniquely informed by the needs and wants of its customers," said Arthur Sadoun, chairman and chief executive of Publicis Groupe, in a statement. "We're honored to join Capgemini in reimagining ways the McDonald's experience can be a source of competitive advantage on the journey of enterprise transformation.”

The win comes weeks after Publicis’s Leo Burnett London won the fast-food giant’s 2018 FIFA World Cup sponsorship across global markets. Last month, Leo Burnett London also won McDonald’s McDelivery global account. The shop was chosen to work on the brand's new home-delivery service following a three-way pitch that included Omnicom's dedicated McDonald's agency We Are Unlimited and DDB Sydney.

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