This acquisition is not the first time McDonald's has tried digital transformation. Prior to this, McDonald's has invested a lot of money to transform its stores, and self-service ordering machines and digital menus have been added to the transformed stores. Last year alone, McDonald's spent $654.38+0.4 billion to renovate 4,500 restaurants, and this year it will invest $654.38+0 billion to upgrade 2,000 stores in the United States. Next, Dynamic Yield will help McDonald's provide customized services to restaurants around the world and improve McDonald's performance.
The digital road of McDonald's began at 20 16. At the end of 20 16, the first McDonald's 2.0 restaurant settled in Guanghua restaurant in Shenzhen East Gate. It integrates a variety of customized services such as two-point counter, touch-screen self-service ordering machine, product customization, food delivery to the table, etc. It can be said that it subverts consumers' cognition of the fast food industry and has been greatly welcomed. Later, the mobile phone ordering APP was launched.
McDonald's is not the only fast food brand that promotes digitalization. Dicos imitated McDonald's to launch the "Shu Shi+"concept store, and continuously upgraded the hero menu to create a new model of smart catering. Pizza Hut also opened a "ph+" concept store, where customers can scan the QR code on the table and place an order for payment without downloading the APP. KFC even cooperated with Huawei to launch a commemorative mobile phone in 20 17, which not only installed KFC APP, but also added a new function of offline song ordering, so consumers can use this mobile phone to order songs in KFC's offline stores.
We can see that on the road of digital transformation, these fast food industries mainly start from the following points: the first is online brand APP. The traditional order payment service is more troublesome, and more importantly, it needs to be queued. Most consumers choose fast food at first because it is faster, such as office workers who catch the subway every day and students who are anxious to go to school. They can be said to be the largest customer base in the fast food industry. With this application, users don't have to queue up early, just place an order in advance before going out and take it directly from the store.
At the same time, through the APP, you can regularly launch preferential promotions, so that consumers can see them at the first time and attract consumers to buy them. More importantly, on the APP, merchants can better collect consumers' consumption information, and then calculate consumers' consumption tendency through big data, and merchants can customize the products that the public likes according to these data.
Secondly, it is the optimization and upgrading of offline stores. At this point, businesses have a lot to do. For example, for people who don't want to communicate with waiters, the store has the service of ordering food and paying for it independently, thus avoiding the embarrassment of speaking. Moreover, most of them have also introduced large electronic display screens, so they can place their own orders after they are finished, so don't worry about not seeing them.
Besides these, there are some private tailor services. For example, McDonald's once launched a DIY service, where consumers can choose their favorite ingredients on the electronic screen, and then the kitchen will make them into the food you want, such as hamburgers and desserts. However, because of the high price and unsatisfactory performance, it was later dropped.
The digitalization of fast food industry is actually how to better improve users' experience and satisfaction. Today, we consume not only the products, but also the services behind the products and the experience they bring. So is the fast food industry. Not only the pursuit of production speed, but also the need to start from customers themselves. What customers value, businesses will meet customers' needs. Fast food restaurants all over the country are now not only a place to eat, but also a social place. Most people have met friends in fast food restaurants, so the environment has become an important factor affecting consumption. Just like the offline music restaurant launched by KFC.
At the same time, it is also important to save time and improve efficiency. In particular, China is a populous country, and the consumption of catering is absolutely amazing. The last thing consumers like is the long queue time, and the development of digitalization can solve this problem well.
The powerful function of digitalization is not only reflected in the device, but more importantly, the big data behind it. For example, from 20 14, Dicos began to implement electronic membership, access to third-party channels such as WeChat and Alipay, fully understand the digital lifestyle of members, and accumulate huge and diverse data for analysis in order to provide a better user experience. In the future, the road of digital transformation and development of fast food industry will also be this direction.