McDonald's crusade to win back mums and millennials

Andrea Sophocleous

This event report looks at how McDonald's is utilising technology to win back customer groups such as millennials and mums that have turned away from the quick service restaurant chain.

McDonald's crusade to win back mums and millennials

Andrea Sophocleous

Facing the bleak future of a declining customer base, the world's largest chain of fast food restaurants knew it would have to win over millennials and mums to improve its chances of future business growth.

"When you've been successful for 60 years, the natural inclination is to do what you've always done," Daniel Lee, senior director digital experience APMEA at McDonald's, told the audience at the Association for Data Driven Marketing and Advertising (ADMA) global forum, held in Sydney in August 2015. "But we were missing out on entire...

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