News release from McDonald’s America:
CHICAGO – Today the new chief content officer for McDonald’s restaurants shared how the company will focus on digital, marketing and nutrition awareness in its 2015-2021 roadmap for an expanded menu of dynamic foods, robust digital engagement and providing top-performing customers with lifetime customers.
Commenting on the roadmap which highlights the next decade of McDonald’s world-class operations and product offerings, Chief Content Officer, Valerie Waters said, “The menu is very Darwinian. Different tastes and environments arise over time. The company has been seeing exponential growth in its digital capabilities, from mobile ordering to digital ordering experiences, and its robust menu of customizable meals and new pastries, all of which play an integral role in creating a seamless, local and global menu for our customers.”
McDonald’s FAST Feed innovation pipeline includes exciting items to be introduced by 2020. New products include Frizzled Egg White Stack and Grilled Chicken Burrata Sandwich featuring artisan bread. Other additions include Meatball & Pomodoro Omelette, Slammer Sandwich and more.
Making McDonald’s food and beverages as relevant and special to everyday use as the gold standard it has been for more than 50 years is at the core of the 2020-2021 McDonald’s roadmap. “We’re confident these daily items will add to our compelling offering of products like our Flavor Makers and Create Your Taste to round out the full impact of the approach for the customer and drive food customization with capabilities like our Instagram and Facebook Placements,” added Waters.
To drive conversation about healthier eating options, McDonald’s has worked to provide delectable new options for and cook at home – and, as new nutrition education programs are introduced, expands the support for customers on healthy eating behaviors, such as with the introduction of a new guide and digital cartoon figure.
Beyond product and customer initiatives, Waters highlights the importance of marketing to drive engagement, awareness and connection to the brand.
“We continually refine and invest in the organization to present our brand through all of our communications. We are pushing ourselves to continually re-imagine and reinvent our communication program, so we’re leveraging our digital platform through our digital content within our marketing calendar.”
In 2017-2019, McDonald’s launched “McDONALD’S LOVES TO RIDE,” a campaign with skateboarding legend Tony Hawk which highlighted the unique experiences of McDonald’s food and the importance of biking in America’s history. Continuing the campaign through 2019, McDonald’s will highlight the experience of riding at home with apps, VR and installations that promote community, health and wellness.
The 2019-2020 blueprint will be supported by a campaign with new advertising strategies. The brand also will turn its focus to mobile ordering and will continue to work on further developing delivery options for its customers.
At McDonald’s, we want every experience to be as fun, flavorful and inviting as the food and beverages that we’re known for. That’s why we provide customers with a premium experience at every one of our more than 13,500 restaurants in more than 125 countries.