Big Mac to Big Data: Why Mcdonald’s is betting its future on digital innovation

Big Mac to Big Data: Why Mcdonald’s is betting its future on digital innovation

D0773626 李秋霞

McDonald's is going to change strategy from "mass marketing" to "mass customization". Decision Technology has the ability to analyze and interpret the huge data such as the weather, traffic, time, in-store flow, and customers' plate numbers when ordering food. McDonald's can use these data to customize the menu content, making the menu more popular. For example, when the temperature in summer is very hot, customers may be advised to have a cup of ice cola. When the winter is cold, it is recommended to bring a hot latte. When there are long queues during peak hours, it is recommended that customers choose meals that only need a short time to prepare. It is doing with big data analysis and to create a good consumer experience.

This digital menu display will also make super-specific adjustments from store to store in each store. Assuming that some teenagers after playing basketball will always dine at a McDonald's next to a high school, the store's menu will be adjusted accordingly, and it will focus on the cheaper menu. It will also suggest other additional items based on the content the customer has selected. For example, if the customer orders something salty, it will suggest whether to order a glass of soda drink.

What can be known is that we use big data to record the customer's order, meal, and payment methods every day, we can obtain a large and meaningful data.



Comments

  1. Erick LoboJune 14, 2020 at 11:45 PM

    In my opinion, this is a really interesting article that I enjoyed reading. I always enjoy more to read articles that are related to things we are used to see on a daily basis, and this article talks about Mc Donalds, and we all know it is very present in many people's life these days. I found it very interesting to see that Mc Donalds wants to use Big Data to offer more "customization" in there menu for its customers. They will use big data and analyze a lot of factors to decide what is the best menu suggestion at that time for its customers. I think it is a really good idea to customize the digital menu depending on other variables, this can be convenient for the customers that can get items based on those factors, and it can also improve Mc Donalds sales, because it can influence people and make them buy an item because it looks good and appropriate for that moment. For example, by using the same example used in their article, they said that in a cold day they would recommend you buying a hot latte, so maybe the person did not even think or planned to buy a hot latte, but because of the circumstances (the cold) and because it was showed on the digital menu on the right time and right circumstances, maybe the person would be attracted and feel like buying a hot latte, making the company improve its sales. I think it is a great way to improve customers experience by using Big Data, as this can give them recommendations on what to buy, can decrease the waiting time by suggesting meals that only need a short time to prepare etc.
    I really enjoyed reading this article and learning more about how big data can be used to improve Mc Donalds.

    ReplyDelete
  2. D0773656 莫浩賢June 19, 2020 at 10:47 PM

    This comment has been removed by the author.

    ReplyDelete
  3. D0773656 莫浩賢June 19, 2020 at 10:49 PM

    This comment has been removed by the author.

    ReplyDelete
  4. D0773656 莫浩賢June 19, 2020 at 10:50 PM

    Love this blog, I also thinking about another case, for example like Burger King. They would like to survive in this increasingly competitive landscape, fast food restaurant chains need to be creative and leverage innovative technology to respond to fast-changing market trends. To increase top-line growth, menus are getting more complex, plant-based options are being integrated, and new product innovations such as CBD-infused products are on the rise. Restaurants must now figure out how to extract the most value from their customers, increase their loyalty to the brand, and understand at a unit level which of their products are most profitable. At the same time, costs are controlled by consolidating stores and stream-lining operations.

    Moreover, another aspect of Burger King that has been optimised thanks to big data and analytics has been the drive-thru experience. By knowing three different factors: design of the drive-thru, information that is provided to the customer during the drive-thru and the people waiting in line to order at a drive-thru, Burger King are more able to create a more enjoyable drive-thru experience.

    For example, knowing what times of day customers are more likely to go through a drive-thru will help them prepare and improve efficiency for the spike in demand ahead of time. Finding the optimal solutions for the design, information and people is an ongoing process that changes over time, context and cultures. Other information that Burger King collects includes in store traffic, customer interactions, flow throughs in the drive-thru’s, ordering patterns, point-of-sales data, video data and sensor data. These factors impact every part of the Burger King empire from refining their menu design to optimising their training programmes.

    ReplyDelete

Post a Comment

Popular posts from this blog

How Big Data Can Boost Weather Forecasting

張岳庭 D0741017 Source:  https://www.wired.com/insights/2013/02/how-big-data-can-boost-weather-forecasting/ Considering the number of variables involved and the complex interactions between these variables, weather forecasting has always been extremely challenging. The significant increase in data collection and processing capabilities has greatly improved the ability of weather forecasters to pinpoint the time and severity of hurricanes, floods, snowstorms and other weather events. Globally, more and more evidence of climate change is prompting governments and scientists to take action to protect people and property from its effects. But to take effective measures, they need to know more about the weather-from everything that will happen tomorrow to what will happen next year. According to the professor of economics and finance , Alan Anderson, PhD , “Example of an application of big data to weather forecasting is IBM’s Deep Thunder. Unlike many weather forecasting systems...
Read more

How Big Data is Changing the Production Industry

Blog#4 : How Big Data is Changing the Production Industry Name : Aileen 蔣慧玲 Student ID : D0726917 Source :   https://www.productionhub.com/blog/post/how-big-data-is-changing-the-production-industry Information technology plays a major role in Hollywood. Producers have to use big data analytics to get the right consumers and communicate with them well. Big data technologies will help filmmakers figure out the best ways to share their ideas and deliver messages, develop movies and content that involve ethical and societal issues. Therefore, information that we can get from the help of big data can help filmmakers make key decisions. Big Data is Changing the Production Game Big data technology can help filmmakers to connect and engage with consumers more directly using social media, mobile devices and traditional advertising outlets. Using this technology, producers can develop promotions that reaches the right consumer at the right time. It is not enough just to mainta...
Read more

Big Data case study: 5 relevant examples from the airline industry

D0740712 Connie  吳霈晴 Website: https://blog.datumize.com/5-relevant-examples-of-a-big-data-case-study-from-the-airline-industry With the summer vacation coming, travel is the one that people love to do during vacation, especially long vacation, going abroad may be the first choice for many travelers. So this makes me think of what is the relationship between big data and airplanes? How will it apply on the airline industry? This article tells about the benefits of big data on airlines, which covers three main advantages. 1.      Smarter maintenance 2.      Safer flights 3.      Improve service The first one includes the fuel of airplane, by analyzing and predicting, the article takes some specific airplane company as an example, giving the real number and how much they save the cost. Second, safety. Like this kind of transportation has a higher risk to take, if have the big data’s help, th...
Read more