The new McDonald’s app combines age-old techniques like couponing with new possibilities created by for instance GPS and databases. The app focus’ on creating a better understanding of the user’s preferences and use this in a relevant way through mobile coupons. These coupons are based on the user’s personal preferences like favourite products, the weather, the time of day or the user’s location. The new app allows McDonald’s to reach and trigger its guests in a relevant way and at the right moment.

McDonald’s has shown with their new app how an “offline” retailer can create personal relevance for its guests and have them visit McDonald’s more often and increase sales in the process. The app is the first manifestation of a new, personalized (mobile) marketing programme that will generate permanently higher sales figures.

Results within 5 weeks:

- 1 million downloads, and the No. 1 spot in the App Store and Google Play.

- 300,000 transactions (+2%) - Triple the objective.

- 2,1% of all McDonald’s customers used at least 1 mobile coupon.

- 2% of the revenue in this period is related to payments with mobile coupons.

- Average spend of these transactions 47% higher, which meant a significant increase in sales.

The results are measured by built-in-app measuring tools, focused on reach and measuring redemption. This connected and tailored CRM programme offers McDonald’s the opportunity to personalise the coupons.