McDonald’s has recently launched an app, called McDonald’s Mobile. According to Loyalty 360, it’s only available in the San Diego area, although the fast food chain has plans to release the app in New York and then roll it out nationally by October.
The app features a store locator, menu, nutritional facts for their products, access to coupons and discounts, and a drink loyalty program. The loyalty program, which will only last until the end of this year, allows customers to earn a free drink after purchasing five McCafe drinks. “This is part of our global digital strategy that, over time, is designed to streamline and improve the entire customer service experience,” Easterbrook said, referring to the app launch. “The initial version of the app will make it easy for consumers to receive value when they choose McDonald’s through features like tail adopters that are easy to redeem and rewards for regular purchases of their favorite McCafé beverages. And at the same time, the team is already hard at work, developing additional features to hasten the shift from mass communication to personal one-to-one engagement with customers in the future.”
McDonald’s in a bid to turnaround the business has launched a number of new products with Buttermilk Crispy sandwich as a new product to revive consumer interest. “Our turnaround plan represents a significant step change in McDonald’s and establishes the foundation for our transformation as we work toward becoming a modern progressive burger company,” McDonald’s CEO Steve Easterbrook said during the company’s July 23 second-quarter earnings conference call, according to Seeking Alpha. “Our No. 1 priority is to return critical markets to sustainable growth by regaining customers’ trust and loyalty. These efforts must be led by the markets, local management, and franchisees working together to deliver what people want from McDonald’s, great tasting, quality food at a value, delivered with a better service each and every time they visit.”
With a strategy focused on consumer engagement McDonald’s new product launches are engaging with an interactive format.
McDonald’s follows an email marketing strategy that reaches the audience with new product launches, offers and menu changes in a timely manner. A critical part of the email marketing strategy is announcing the new launches to build consumer expectations and hype about the product launch.