MCDONALD'S: INNOVATION TO MEET CUSTOMER EXPECTATIONS

Silvia Lagnado, Executive Vice President, Global Chief Marketing Officer, McDonald's

Silvia took to the stage...to tell us why she accepted the role at the iconic brand, which as she put it is “one of the most inclusive and democratic brands in the world”. She told us how important it is to love the brand you work on and how taking the role at a ,“brand that lives at the intersection of social issues” was an exciting challenge.

Navigating the complex digital world

Convenience and value are incredibly important to the McDonald’s brand but the benchmark has changed. Disruptors have completely changed the sense of value and convenience you can get

Escalating expectation around food – especially convenience and value

People take control over the way they consume media

Innovation at McDonald's

Innovation is led by the need to make the customer’s experience more enjoyable

Digital kiosks that enable with faster food delivery and table service
Improving accuracy of orders helped by voice recognition
Order-and-pay function for computers and mobile devices, enabling customers to order and pay ahead, and then pick up food at the curb side or in a restaurant.

In Asia with the help of incredible digital infrastructure McDonald's brings food to you at home or your office. In fact, said Silvia, “McDonald’s is the third largest delivery company in the world thanks to the presence in delivery in Asia.”