How McDonald’s is responding to the mobile revolution in Europe

Joseph Clift

This event report details the various mobile strategies McDonald's, the fast-food chain, has adopted around Europe.

How McDonald's is responding to the mobile revolution in Europe

Joseph CliftWarc

Lex Bradshaw-Zanger, senior director for digital strategy, Europe, at McDonald's, gave an overview of how the fast food giant is adapting to the mobile age at the MMA Forum Europe, an event held in London in June 2015.

McDonald's is a business with massive scale, serving, according to Bradshaw-Zanger, around 70 million customers a day. At the same time, "mobile is the future of everything we do," he said. "We need to understand how it changes the way we work – as well as our consumers."

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