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...