With the launch of McDonald's global app, there was an opportunity to engage customers already connected through their devices in the restaurant. By offering premium, exclusive content through McDonald's WiFi, we created added value for customers while gathering insights into their preferences, behaviors, and ordering habits.

We started with a WiFi portal and turned it into a content platform that 4.4 million people came back to every month. Getting there required building content partnerships with Amazon, The New York Times, and Spotify, coordinating across IT, Experience Design, Marketing, and international market teams, and figuring out how to make something that felt personal at scale.

The results: 4.3x increase in engagement, 200% growth in app downloads, and a platform that laid the foundation for personalized digital experiences across McDonald's properties worldwide.