McDonald's Spain: The last mile strategy

McDonald's, a fast food restaurant chain, increased restaurant visits in Spain by creating data targeting campaigns that send location-based ads to users' mobiles when they were within one mile of a restaurant.

Strategy

Objective

Every day more than half a million people visit McDonald's more than 500 restaurants in Spain. Driving traffic to them is a priority goal for the brand, taking into account that more than a 90% of retailers' sales in general are made offline.

We knew that probability of conversion increased the closer consumers were to the moment of consumption, and that, historically, mobile advertising had been the main traffic generator.

However, we always found the same 'black box' when tracking those users that we have impacted during their journey to the restaurants: applying the intelligence of data, we...

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