Been observing McDonald's operational marketing for some years, after making a short analysis of their data and how it interacted with how they did in-store, real-time marketing. Noted that Dynamic Yield was acquired by McDonald's last year.
McDonald's Just Made a Truly Stunning Change to Its Menu. (There's Only 1 Little Problem)Is this going to be an issue? By Bill Murphy Jr. in Inc.
A few months ago, McDonald's spent $300 million to make its biggest acquisition in years, a tech company called Dynamic Yield.
Company executives described its "personalization and decision logic technology" as a key part of their vision for the McDonald's of tomorrow.
So far, so good. The technology is about offering customers exactly the food items McDonald's wants to push at any given moment, literally changing the menu in real time from one customer to the next.
Except that as The Wall Street Journal reported on Wednesday, some customers at McDonald's and elsewhere say they're bothered by the kinds of digital menus that come with the technology: too many choices, and not enough time to read and absorb them.
One former McDonald's manager said that before he left McDonald's last November, "one of the most common complaints was that the menu was confusing because these big sweeping animations would show up over the menu advertising new sandwiches." .... '
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment