McDonald’s digital systemwide sales across its top six markets reached nearly $8 billion in the first half of 2021-a 70 percent increase versus last year. Yet while digital was a key lever for McDonald’s before COVID, the pandemic and its clamp on dine-in business sparked a shift in customer habits that adjusted the $40 billion company’s outlook. And over the last few years, delivery, curbside pickup, kiosks, and even table service joined in. In the early 1970s, drive-thru went mainstream for McDonald’s. “Customers would walk up to the front counter, place their orders and get hot, delicious fresh food served to them quickly.” “At our founding, the restaurant experience was relatively simple,” McDonald’s CEO Chris Kempczinski said Wednesday. Whether it’s a silver lining of COVID-19 or the acceleration of trends coming pre-virus, McDonald’s recent run offers a window into the future of fast food: The evolution of the customer experience from the physical world to the digital one.
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