Archive for the ‘McDonald’s’ tag

Want Fries with That App?

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In an effort to boost sales amongst millennial diners, McDonald’s has begun testing a mobile app in 1,000 locations. Beneath the golden arches, customers in pilot markets open up their “McD” app featuring mobile-exclusive offers such as buy-one-get-one breakfast sandwiches or a $1 McChicken sandwich.

With the global proliferation of smartphone usage and app downloads, brands like McDonald’s are taking advantage of these trends to drive both revenue and customer loyalty. Some have likened McDonald’s to a glorified Groupon; others may dub it a branded, localized, social-commerce tool. Whichever way you lean, the hope is that millennials will eat it up.

The deal-based mobile app is part of the recognition that McDonald’s and other brands share: digital and mobile accessibility are “increasingly critical in the U.S,” Sara Senatore, a New York-based analyst at Sanford C. Bernstein & Co. Consumers are downloading and using apps at quite a clip, and we believe that brands will continue to build and launch mobile apps to boost sales, drive advocacy around rewards and enhance engagement through social sharing.

Aligning with these trends, at Bonfyre we’ve created a platform that focuses on “narrowcasting.” Brands create invite-only, ad hoc social networks called “bonfyres” focused around events, groups of people or influencers where participants can chat and share photos, captions and more. Instead of shouting to millions of Facebook likes or sifting through #mentions to reach a mass audience, Bonfyre fosters relevant two-way communication and sharing between specific audiences and a brand to cater the message and the consumer experience. Over the past year, we’ve helped brands like Budweiser, Express Scripts, an NFL team and MKTG INC leverage mobile technology around their unique events and communities. Through the narrow lens, our clients can better understand and measure how their audience interacts, to what messages they respond, the content they love and more.

As McDonald’s deploys McD to lure millennials, the company’s marketers will gain tremendous intelligence on how their consumers behave and how they leverage digital/mobile tech: what items they redeem most frequently, at what times, and hopefully drive additional sales via the app and market- or store-specific insights. Marketers might call that ROI. Millennials would call it the entire value menu.

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Fast Food Transparency: A Scary Thought

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Ever wonder why your Big Mac doesn’t look like the ones in the commercial?

Courtesy of a video campaign from McDonalds Canada we now see the shocking revelation that the prep work for the star actors in McDonald’s commercials is a bit more extensive than the amount of effort that 16 year-old puts in for your drive-thru order (gasp!).

All kidding aside, the campaign which is dubbed “Our Food. Your Questions” marks an interesting effort in transparency for a company and industry whose production secrets have created less than stellar brand associations in the past (see: Fast Food Nation, Super Size Me).  The ‘we have nothing to hide’ positioning of the campaign seems vaguely familiar to the honesty in Domino’s ‘Pizza Turnaround‘, though it would be blasphemous to question the actual ingredients/production value of the hallowed Big Mac.  While that may be the question most would ask in a call for true transparency, I’ll submit that sometimes it’s best to not know how the sausage is made.

I’ll take knowing what’s in the special sauce instead.

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Written by Stephanie Rudnick
Stephanie Rudnick

June 27th, 2012 at 10:39 pm