McDonald's: Anniversary Programme – Cheers to One Year

McDonald's, a fast food restaurant chain, increased order frequency in its app in the UK by creating an algorithm-led campaign that served new product suggestions for customers.

Campaign details

Agency: ArmadilloClient: McDonald's Restaurants UKCampaign Name: McDonald's Anniversary Programme: Cheers to One Year

The fast-food giant wanted to create surprise and delight for customers who were celebrating one year on the My McDonald's app, while encouraging them to try more of the menu.

Strategy

There were two key objectives: build affinity and prove its value; and cross-sell the menu.

Firstly, McDonald's wanted to deepen its relationship with an engaged group of customers by making them feel valued, inspired and excited to interact with the brand.

Full app-based transactional history for these customers provided...

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