Success
does leave clues and in the minds-eye of the team at Tacoma, WA based
Foodservice Solutions® and it’s Grocerant
Guru® Steven Johnson “McDonald’s digital app is the industry standard today
and its getting even better.”
Remember
the best sell book by Jim Collins, Good
to Great? Well that’s what the team
at Foodservice Solutions® is thinking about when they are thinking about
restaurant digital applications. In order to advance it’s "Accelerating
the Arches" strategy, McDonald's
Corp. launched new growth targets which are intended to maximize the
company's marketing, continue their commitment to core menu items, and expand
on the company's delivery, digital and drive-thru efforts.
In
case you did not know, since 2019, the quick-service restaurant (QSR) chain
stated it has generated 30% comparable sales growth through "Accelerating
the Arches."
For
its marketing focus, McDonald's
plans to continue to build relevance amongst customers through emotional
connections and creative campaigns, such as the "Raise Your Arches"
campaign, which was originally developed for the United Kingdom, but was
quickly picked up by more than 35 markets around the world.
Building
on its historic strength with burgers and other core menu items like chicken
nuggets and fries, the company plans to deploy the "Best Burger"
initiative to nearly all markets by 2026 and to expand chicken-based items like
the McCrispy as a universal offering by the end of 2025.
Additionally,
McDonald's plans to
increase the active user base for its loyalty program to 250 million, 90-day
active users and deliver $45 billion in annual systemwide sales to loyalty
members by 2027. The quick-service restaurant chain also plans to expand its
U.S. pilot of "Ready On Arrival" across its top six markets by 2025.
This initiative enables crew members to begin assembling a customer's mobile
order prior to their arrival at the restaurant to expedite service.
According
to the company, McDonald's currently has the industry's largest delivery
program globally but will continue to scale this capability, expecting 30% of
delivery orders to originate in its mobile app by 2027.
Alongside
improving the layout and expanding the capacity of existing and new
drive-thrus, McDonald's also plans to accelerate the pace of its restaurant
openings, targeting a goal of 50,000 restaurants by the end of 2027.
Finally,
the company intends to continue to invest in new technology strategies. It has
entered into a strategic partnership with Google Cloud to connect the latest
cloud technology and apply generative artificial intelligence solutions across
its restaurants worldwide in order to improve upon its automation solutions. In
2024, McDonald's will also begin to deploy universal software that all customer
and restaurant digital platforms will run on, providing more consistency and
stability for both staff and customers.
Are you trapped doing what you
have always done and doing the same way?
Interested
in learning how Foodservice Solutions Five P’s of Food Marketing can edify your
retail food brand while creating a platform for consumer convenient
meal participation, differentiation and
individualization? Email us at: Steve@FoodserviceSolutions.us
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