The Strategist

McDonald's sets up new department to work on app and loyalty system

07/27/2021 - 08:37

McDonald's fast-food chain has announced creation of a new division, the so-called Customer Experience Team. It will combine work on the McDonald's app and the recently launched MyMcDonald's Rewards loyalty scheme and will also include marketing, digital services, data analytics and several other teams.

The division will be headed by Manu Steijaert, the previous vice president of some international markets. He will take up his new duties on August 1.

At the beginning of July, McDonald's announced launch of its own loyalty system, MyMcDonald's Rewards, where customers can collect points and use them to order online. By doing so, the company wants to attract younger consumers, drive sales and provide customers with new ways to pay.

McDonald's CEO Chris Kempczinski wrote in an email to employees that the chain's app has more than 40 million active users. Creating a new team is necessary to improve the app, he said. Among the areas of improvement, Mr Kempczinski cited increasing personalisation, removing barriers in the app and the need to allow users to navigate between cafe, takeaway or delivery ordering options without any hassle.


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