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.

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