McDonald's Hong Kong: revamping an app and targeted advertising

Why is digital transformation important for McDonald’s Hong Kong?

In this challenging time, less and less people go out for meals, but more and more people stay home. It is particularly challenging for marketers who want to talk to their target customers. Many traditional channels are not effective as before, such as outdoor, TV and print. We needed to develop an omni-channel strategy to reach them, with a heavy leverage on digital.

Digital not only allows us to expand our customer touchpoints and provide enhanced services, such as mobile order and delivery, but it also helps us to better understand customer purchase behaviour through data analytics - to inform our new product development and provide more personalised offers to our customers.

What was your digital presence before the transformation?

We first launched McDonald’s app back in 2018. We focused on mobile ordering for in-store pick up and McDelivery. We built this app for customers to enjoy McDonald’s food anytime, anywhere. Convenience was the objective. Customers