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McDonald’s SG consolidates functions into one app for personalised targeting

As part of its 40th anniversary, McDonald’s has launched a new app which recognises consumers’ go-to menu items and sends personalised deals accordingly. The new McDonald’s app will incorporate functions such as McDelivery, “My Feedback”, “Restaurant Locator” and nutritional information of the items on the menu. With the new app,  customers can receive customised deals deals based on their preferences on selected food items at McDonald’s self-ordering kiosks, restaurant front counters and drive-thru outlets.

In addition, the new app allows customers to access McDonald’s deals from around the world. Detecting the consumers’ mobile device location setting, the McDonald’s app will reflect deals and menu offered by McDonald’s in over 45 participating markets such as Malaysia, Indonesia, Vietnam and New Zealand, among others.

The new app will be promoted through QR code plastered on in-store posters, self-ordering kiosk screens as well as outdoor posters. Marketing has reached out to McDonald’s for additional information on its personalised targeting strategy.

Agatha Yap, senior director, marketing and menu innovation, McDonald’s Singapore said the team has simplified all digital connections with its customers through this one single McDonald’s app. She added that consumers can receive personalised deals based on their preferences, as well as access the convenience of McDelivery, provide customer feedback and seek out useful information.

“As we celebrate our 40 years here in Singapore, the McDonald’s app is our gift to our customers and our way of connecting with them on a more personalised level with delicious feel-good moments and hospitality,” Yap said.

To drum up interest and buzz around McDonald’s digital experience, the fast food giant will unveil as “Happiness Truck” gaming exhibit.

The McDonald’s App Happiness Truck will challenge players to various gaming consoles to chalk up high scores, and the winners will receive exclusive McDonald’s App merchandise. The McDonald’s App Happiness Truck will be open to public from 5 to 7 August 2019 outside Ocean Financial Centre and from 9 to 10 August outside Cineleisure.

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