Understanding McDonald's consumer-driven transformation

This event report outlines how McDonald's, the restaurant chain, has transformed its brand in both the online and offline worlds.

Understanding McDonald's consumer-driven transformation

Sonia Paul

About 18 months ago, McDonald's Corp. realized it had a major problem: Consumer tastes were changing rapidly, and the fast-food giant was having problems keeping up.

"We're on a journey of complete transformation for the customer experience," Deborah Wahl, SVP/Chief Marketing Officer of McDonald's USA, told delegates at the Adobe Summit 2016. "We said, 'We really have got to change all aspects'."

The company identified several specific areas it needed to target:

  • Food
  • Digital
  • Service experience
  • Brand
  • Value

But even as the different drivers of change sorted out neatly into a list, a step-by-step...

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