McDonald’s: Kickstarting a mass customer migration

McDonald’s, a fast food restaurant brand, convinced customers in Saudi Arabia to order through the app rather than by phone by offering in-app deals.

Campaign details

Brand: McDonaldsAgency: UM MENATRegion: EMEA

Strategy

Objective

In Q2 2022, McDonald's RICC set out to close every single one of its call centres across its key territories (Riyadh, Eastern Province, Northern Borders Province) region. The idea was to shift customers away from picking up the phone, and towards ordering through the convenient McDonald's app.

This may sound simple enough, but with roughly 300,000 customers still relying on the call centre to place orders, a successful transition was going to require some serious strategic planning.

We were tasked with creating a digital approach that...

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