McDonald's Corporation - Enterprise Tech Ecosystem Series

McDonald's Corp. (McDonald's) is a foodservice retail chain operator. The company operates and franchises McDonald’s restaurants that serve a locally relevant menu of food and beverages. Menu offerings include hamburgers and cheeseburgers, chicken sandwiches, chicken nuggets, wraps, French fries, salads, oatmeal, shakes, desserts, sundaes, soft serve cones, pies, soft drinks, coffee, and other beverages. It also offers various breakfast items such as McGriddles, Sausage McMuffin with Egg, Egg McMuffin, biscuit and bagel sandwiches and hotcakes. McDonald's markets its products under a wide range of brands including Big Mac, Filet-O-Fish, McFlurry, Chicken McNuggets, McMuffin, and McGriddles. It operates across North America, Latin America, Europe, Asia Pacific, and the Middle East and Africa.

Launched in 2020, McDonald’s China Nanjing R&D Center will provide the company with comprehensive solutions for localized information systems. The center will focus on areas including new catering retail, smart terminal platforms, smart restaurant equipment, big data platforms and AI, supporting McDonald’s digital development.

In 2019, McDonald’s launched a new strategic technology unit, McD Tech Labs, in Silicon Valley. It is an internal group within its Global Technology team and will be led by Apprente employees. The lab focuses on innovations that can help them in offering better customer experience at restaurants.

The report provides information and insights into McDonald’s tech activities, including -

• Insights of its digital transformation strategies and accelerator & innovation programs
• Overview of technology initiatives covering partnerships, product launches, investments and acquisitions
• Insights on each technology initiative including technology theme, objective, and benefits
• Details of estimated ICT budgets and major ICT contracts

Scope

• McDonald’s is using various digital tools to improve in-restaurant customer experience. For example, it is modernizing its outlets with digital menu boards, digital signage, and self-ordering kiosks to bring greater control and convenience to customers. Its mobile app captures customer data to deliver personalized recommendations. Additionally, it is testing robots at the drive-thru to automate its food making and ordering process.
• As a part of its digital strategy, McDonald’s has been strengthening its digital expertise by hiring skilled individuals and having a dedicated technology team. The company appointed chief digital customer engagement officer Lucy Brady in 2020 tasked with developing digital strategies, accelerating growth, and augmenting customer experience through technology and innovation.
• McDonald’s is collaborating with app-based delivery platforms, AI-powered firms, voice technology startups, cloud-based solution providers, etc. to gain access to a range of technology solutions, to streamline its operations and improve its customer service through digital solutions.

Reasons to Buy

• Gain insights into McDonald’s tech operations.
• Gain insights into its tech strategies and innovation initiatives.
• Gain insights into its technology themes under focus.
• Gain insights into various product launches, partnerships, investments and acquisition strategies.