McDonald's App Strategy


Client: McDonald's

Transforming McDonald's from a bricks-and-mortar retailer to an established player in the digital app market.

McDonald’s business is built on bringing feel-good moments and value to its customers. But with an ever-changing landscape and newly established, digital first players such as Uber Eats, JustEat and Deliveroo flooding the market, McDonald's needed to regain ownership of their feel-good experience – all the while driving growth in a market that was shrinking due to the cost-of-living crisis. We embarked on a transformative journey to diversify the UK’s arm of the well-known global brand, leveraging convenient app-first purchase and a unique loyalty platform. Our cross-channel performance strategy (Affiliates, PPC, Programmatic & Social) allowed McDonald's to change consumer behaviours with their all-new loyalty programme – My McDonald’s Rewards. We changed the way that McDonald’s communicates and engages with customers digitally, with over 20% of all-time app users delivered through paid media in 2023 and a 10% increase in revenue through the app year on year.