Case Study

Beyond Marketing: How Mobile Is Transforming McDonald's France

Use Mobile As The Catalyst For Digital Transformation

April 16th, 2014
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Melissa Parrish , Emily Kwan

Summary

In France, you can order a Big Mac anytime, anywhere on your smartphone, tablet, or desktop and pick it up later at any of 1,200 McDonald's restaurants. But mobile ordering and in-store pick up are just the first steps of a broader and more ambitious strategy: differentiating McDonald's brand experience and powering a future relationship marketing platform by enabling direct behavioral customer insights. This case study will demonstrate how McDonald's France is successfully delivering a differentiated experience at scale and transforming its business via mobile.

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