Digital Marketing
McDonald’s Wifi
With the launch of McDonald’s global app, we saw an opportunity to engage customers already connected through their devices at the restaurant. By offering premium, exclusive content through McDonald’s WiFi, we created an added value for customers while gathering insights into their preferences, behaviors, and ordering habits. This laid the foundation for delivering personalized content experiences across digital platforms in the future.
Project Title: McDonald’s WiFi: Transforming Digital Engagement in Quick-Service Restaurants
Objective: To reimagine the McDonald’s WiFi portal as an engaging customer touchpoint that goes beyond internet access. This project focused on brand alignment, customer interaction, and hyper-local content integration, enhancing the perception of McDonald’s as a welcoming, connected, and community-driven brand.
My Role:
Strategy Development: Defined the WiFi portal’s role in the customer journey, focusing on seamless digital experiences and personalized engagement.
Customer-Centric Approach: Mapped user personas, insights, and journey phases to ensure the platform was optimized for customer needs and behavior.
Stakeholder Coordination: Integrated the goals of corporate teams, franchise owners, and customers into the portal’s design and functionality.
Experience Design: Advocated for interactive and localized features, including community-driven content, relaxation tools, and hyper-local engagement opportunities.
Innovation Exploration: Identified technological capabilities such as GPS-based local information and custom franchise content, enhancing the relevance of McDonald’s WiFi experiences.
Challenges & Considerations:
Meeting Customer Expectations: Ensured a frictionless experience by balancing ease of use, data privacy, and brand engagement.
Franchise Adaptability: Created a scalable yet locally relevant platform that aligned with corporate branding while remaining customizable for franchise owners.
Outcome & Impact:
Enhanced User Experience – Conceptualized a WiFi portal that reflected McDonald’s values—lighthearted, dependable, and welcoming—while offering dynamic, community-driven content.
Strategic Brand Insights – Provided a framework for data-driven engagement, allowing McDonald’s to gather insights and refine customer interactions ethically.
Localized Engagement – Designed a platform that connected franchise owners directly with their communities, reinforcing McDonald’s as a community-focused brand.