Bryce Boothby is the director of global technology for McDonald’s, which has a loyal fanbase that stretches across the globe. Serving over 69 million customers a day in over 100 countries across nearly 38,000 locations takes a highly synergized approach. One of the challenges that McDonald’s faced was creating a loyalty program that would provide a consistent customer experience executed across the same technology stack while remaining flexible at the local level to adapt to global markets, whether company-owned, franchises or licensed locations.
The MyMcDonalds loyalty program was quickly adopted by 33 million users in its first nine months. Technology was one reason for the successful launch, but employee engagement was key in getting customers excited. The crew training and onboarding program gave employees the tools and incentives to advocate the program and encourage customer engagement.
The company is leveraging the data collected from MyMcDonald’s loyalty program to provide more relevant and personalized experiences and build emotional connections with its customers.
Key takeaways from this presentation include:
- How McDonald’s approached building and launching the loyalty program.
- What steps to take to understand consumer insights and build a deployment plan to engage employees
- Creating a global loyalty program that is at once consistent across all channels and customizable at store level to meet unique market bases and the legal and fiscal requirements as well
Anyone interested in learning about the process of launching a loyalty program is invited to attend the session. It will be especially beneficial for those looking to scale their technology team globally and who want to understand how to structure their team for success at scale.
This presentation will be helpful for anyone within CRM who runs their brand’s loyalty program or is involved in the engineering of loyalty program capabilities.
Session Preview with Bryce Boothby, McDonald's: