McDonald’s Admits App Adoption Rates Are “Pretty Low” But It Will Keep Investing in Mobile
By Sara Shaw • May 2, 2018
After two years in action, McDonald’s reported that the app is still seeing low user adoption. Rather than emphasizing marketing promotions, McDonald’s will focus on improving the app itself. Chief executive, Steve Easterbrook said that, “it’s pretty inevitable that our customers will increasingly engage with us as brand and business through their phones.”
The chain also has plans to accelerate the “Experience of the Future” concept through 2018. The revamp includes stores with touch-screen order points as well as menu innovations like “gourmet” fresh beef and flat white coffee.