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Global restaurant chain McDonald’s has outlined its growth plans. This included an ambition to improve marketing “through creative excellence,” and Global Chief Marketing Officer Morgan He Flatley was promoted to match.
Marketing for the world’s largest fast food company has been overseen by Flatley since his promotion to Global Chief Marketing Officer in November 2021. In the meantime, the brand has continued to release local “culturally relevant campaigns” on a regular basis to maintain relationships with consumers around the world. world.
Flatley has now been promoted to evp, Global Chief Marketing Officer, and New Business Ventures, and her scope will expand to include major new business ventures and opportunities that extend the reach of the McDonald’s brand.
Strategy to drive growth (through)
The newly announced plans, posted on the corporate website, outline a key focus for growth to help McDonald’s stay “a step ahead” of customer demand: maximizing marketing , commits to core products and doubles down on the 4 D’s: delivery, digital, drive-thru and drive-thru. development.
In explaining how it aims to increase the “creative excellence” of its marketing, the statement cites the ” Famous Orders” campaign.
“We remain committed to that strategy, expanding our platform across markets to capitalize on the zeitgeist and find new ways to have fun with our customers,” he outlined the message. The company also revealed an update to its strategic plan originally released in 2020.
The second element of the strategy states that brands are looking to find “new ways to bring their core menu to life.” , to deliver more delicious hamburgers to customers around the world. ”
Following the introduction of new popular menu items such as the McCrispy Chicken Sandwich, chicken is expected to be a growth driver McDonald’s will look to to expand its global market share.
A third focus is the continued growth of digital, delivery and drive-thru services with the introduction of McDelivery services, mobile apps and restaurant kiosks. In the US alone, the digital business uses McDonald’s Rewards to engage with more than 25 million active customers, the company claims. Its loyalty program is currently running in over 50 markets.
Marketing is a key growth driver for us. Our creative excellence makes our brand not only more recognizable, but more relevant to our fans.
McDonald’s President and CEO Chris Kempczynski
“We enable customers to create a more personalized and convenient experience when ordering digitally, provide relevant offers, make them feel connected to McDonald’s, and increase visits and engagement. .”
Speaking on the company’s third quarter results last October, President and CEO Chris Kempczinski said of the loyalty program: We use this deep understanding of our customers to create relevant content and offers through their preferred channels. By customizing your messaging, customers feel more connected to McDonald’s, ultimately driving engagement and increasing frequency. ”
Kempczinski also described digital as a “key driver” for improving the customer experience, adding that loyalty programs also help “reconnect” with customers in general.
“Marketing is a key growth driver for our company. Our creative excellence makes our brands not only more recognizable, but more relevant to our fans. I can confidently say that the marketing team is really working hard,” he added.
Facing increased demand, McDonald’s also sees a fourth factor: accelerating the pace of store openings and innovation. This includes opening new locations in Ukraine despite the ongoing Russian aggression. . This is another drive he thru lane where customers pick up their orders via the food and beverage conveyor.
The final strategic element is for businesses to “modernize” their work processes through “organizational acceleration,” an initiative aimed at solving customer and people problems while rapidly scaling innovation. am.
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