McDonald's: App revamp and value double up campaign

McDonalds, a fast-food brand, rebranded its app from a pure, e-commerce ordering platform to one focused on value in Hong Kong.

Summary Statement

The food and beverage industry in Hong Kong has faced a challenging year with dining restrictions and restaurants shutting down. With a heavier reliance on food delivery and digital ordering, McDonald's knew it faced a genuine challenge in continuing to drive loyalty amongst its customer base. To drive more frequency and maximize customer relationships, McDonald's rebranded its app from a pure, e-commerce ordering platform to one focused on "Value," building on a new theme called "Value Monday," offering a slew of attractive, unmissable digital coupons only available via its app. With the idea of driving customers to frequently...

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