McDonald’s Expands Technology Investments to Drive Speed, Loyalty and Operational Efficiency |

McDonald's carries out a multi -year transformation that aims to improve the customer experience, strengthen the commitment of loyalty and to modernize the way the restaurants work. CEO Chris Kempczinski about the company's profit calling out in the second quarter, how the technology is of central importance for these efforts, and demanded both a freight and back processes of back-of-house processes of central importance.

A large part of this transformation focuses on McDonald's partnership with Google Cloud to include Edge Computing in his restaurants. The company has already used the system in hundreds of US locations, with international markets being online now. Due to the local processing of data instead of sending everything to a central data center, the new infrastructure enables faster decision -making and more reactionable processes. One example is the program “Ready on Arrival”, the geofecing uses the signal of kitchen staff when a mobile customer approaches. In this way, orders can be prepared at the right moment, which reduces the waiting times for collection by more than half at the US pilot locations. The program is introduced on the company's top markets.

The digital commitment is another important focus. McDonald's set a goal in 2023 to achieve 250 million 90-day loyalty users by the end of 2027. The company has already reached more than 185 million loyalty members in 60 markets. It has been shown that customer customers will attend more often, with U.S. members achieve 26 visits a year after entering 10.5 visits in the year. This increase in repeat visits underlines the potential of well-integrated loyalty programs in order to promote persistent sales growth, especially in combination with personalized offers and advertising campaigns that are delivered via the McDonald's app.

Behind the scenes, McDonald's replaces hundreds of legacy technology systems with standardized global platforms. This includes a new financial system, a modern human capital management system and IoT-based device monitoring tools. IoT technology offers early warnings about the maintenance requirement to enable preventive maintenance and reduce downtimes. Standardized systems also facilitate the training and board of employees, improve data accuracy and ensure that operational practices are consistent across the markets.

The company's finance results in the second quarter suggest that these initiatives contribute to steady gains. The net income for the quarter ended on June 30 was 2.25 billion US dollars, which rose to an increase of 11 percent compared to the same period in the previous year, while the income rose by 5 percent to $ 6.84 billion. Comparable sales with the restaurant rose by 3.8 percent worldwide. While these profits reflect a variety of factors, the ongoing investment in technology plays a role in improving efficiency, customer satisfaction and sales.

McDonald's is not alone in the wider quick-service restaurant industry to make large-scale digital investments. Competitors such as Burger King, Wendy's and KFC expand all mobile order functions, experiment with AI-controlled personalization and invest in kitchen automation. What distinguishes McDonald's is his ability to apply these initiatives to a huge global network and at the same time maintain a balance between standardization and market -specific adaptation.

For other restaurant operators, the company's approach shows the growing importance of integrating the technology in the entire value chain. Efforts that combine the digital channels of guest with the operating systems in the kitchen and the supply chain can achieve measurable advantages in speed, consistency and customer loyalty. McDonald's progress also underlines the importance of a phased, scalable approach – the technology in selected markets, the measurement of the results and the refinement of the model before they are further introduced.

If the QSR sector becomes more competitive and the customer expectations of speed, convenience and personalization continue to rise, the ability to use technology effectively will be an important determinant for long-term performance. McDonald's current trajectory suggests not to consider these investments as one -off projects, but as part of an ongoing development in the way it operates and serves its customers. This long -term perspective, combined with the resources to perform at a global level, will probably influence the way the brand competes in the coming years.