How McDonald’s is building its brand beyond walled gardens

McDonald’s, the restaurant chain, is seeking to achieve a holistic view of consumers as it strives to build genuine engagement and a true digital value exchange.

"At McDonald's, we like to say, 'We make delicious, feel-good moments easy for everyone,'" Bob Rupczynski insists.

Bob Rupczynski, Global Vice President/Media, CRM & Digital Merchandising, McDonald's

In his role as Global Vice President/Media, CRM & Digital Merchandising for the Oak Brook, Illinois-based restaurant chain, Rupczynski is charged with understanding how new technology and data streams can be employed to better understand, and serve, the 70 million customers who visit its 36,000 locations every day.

"How do we make that experience of food better?" he asked at the ad:tech 2017 conference in New York. "How do we take that 'delicious...

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