McDonald's HK introduces new app feature to elevate dining experience

McDonald’s Hong Kong has kicked off the new year by enhancing the dining experience through launching a new feature on its app. This comes as the second edition of the “Raise your Arches” campaign introduced last year, to share more happiness with consumers.

Starting on 22 January, McDonald’s app has officially introduced Table Service, empowering customers to enjoy the highest service quality and convenience at restaurants. With just a few clicks on the app, customers can try McDonald's delicious food after choosing their comfortable seats.

The new Table Service features a simple three-step process - "Scan, order, enjoy". Upon entering a McDonald’s restaurant, customers can find their preferred seats, “Scan” the QR code on the table, and automatically enter the McDonald’s App's order interface. This allows customers to “Order” their favourite items and make a payment, after which a dedicated guest service officer will deliver the food to the customer.

Done in collaboration with DDB Group Hong Kong, this campaign is aimed at strengthening McDonald's Hong Kong's brand image with enhanced services.

"We always strive to provide the best experience for our customers and explore ways to better serve them. What’s more? McDonald’s dining experience goes beyond food and beverage, but offering customers with happy and hassle-free moments. The latest announcement of Table Service is certainly a proof of how we take our service to the next level, creating emotional touch with our customers," said McDonald's HK's spokesperson.

In terms of marketing strategies, the campaign builds upon the success of last year's “Raise Your Arches” campaign and has extended its invitation to everyone to enjoy the Table Service at McDonald's restaurants.

As part of the campaign, the brand is collaborating with popular singers, artists, and DJs, to bring to the city a series of creative videos under the theme of “Raise Your Arches”, inviting all fans to sit back and enjoy the convenience of Table Service via McDonald’s App.

These videos feature celebrity customers including Wu Fung, Law Lan, singer MC Cheung and Gareth T, and they will gradually roll out on McDonald’s HK’s social media platforms such as Facebook and Instagram.

The campaign will be amplified across McDonald’s own social media channels, such as Facebook, Instagram and YouTube, as well as in-restaurant decorations.

Tina Chao, chief marketing and digital experience officer of McDonald’s Hong Kong said, “As a leader in the industry, we strive to be at the forefront of service innovation. With our newly introduced Table Service, customers can sit back and order their meals with our app at our restaurants, where our guest service officers will deliver the meals to them directly. This user-friendly service offers our customers a hassle-free experience where they can enjoy happy moments with their friends and family.”

Don't miss: McDonald's spices up new year with global campaign that 'raises your arches'

The global "Raise Your Arches" campaign was introduced last February during the Lunar New Year. Done with DDB Hong Kong, Hong Kong was the first market in Asia to launch the campaign to bring together the brand’s essence of sharing delicious feel-good moment with its place in the pop culture.

At the heart of the brand’s global “Fan Truths” strategy, the campaign began with the hero video adapted from the global campaign, featuring office workers using their eyebrow “arches” to invite others to join them for a bite at McDonald’s.

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