To keep up with the rapid pace of digital transformation, restaurants can no longer rely on their past successes and are re-thinking the customer experience by streamlining online and offline experiences. Taking a cue from Starbucks’ digital-first strategy and copious mobile app investments, McDonald’s this week announced a customer experience transformation project with Capgemini and Publicis.Sapient. The $750 million project will focus on kiosk ordering, mobile ordering, and payments, as well as web apps.
Brands that invest in omnichannel typically focus on tried-and-true features like click and collect and geolocation as independent features. A handful of brands like David’s Bridal and The North Face have employed artificial intelligence to differentiate themselves, creating unique experiences by activating the plethora of user data they collect from POS systems and online activity.
When building an omnichannel strategy, one common pitfall is focusing on employing multiple technologies, rather than integrating those technologies in a user-friendly way. Brands tend to lose sight of the bigger picture, neglecting the tremendous benefits of bringing together multiple databases and technologies like mobile payments, online ordering, and loyalty programs to unify the multi-platform experience. While McDonald’s has previously expanded its investments in kiosk ordering, its recent announcement is the first step towards building a comprehensive omnichannel experience.