McDonald's is better able to target offers and promotions to its digital customers, which are growing in number and now make up about 25% of U.S. sales.
Consumers’ value perception of the brand is only likely to increase as the company ramps up its digital business, including through its fledgling MyMcDonald’s Rewards program, taken nationally just last year. In Q2, digital sales in the company’s top six markets exceeded $6 billion, or about one-third of total systemwide sales.
He added the concept of “value” is no longer a one-size-fits-all equation because of the opportunity digital provides in learning more about how customers access the brand. “We’ll continue to have some national offers, but we’ve moved more toward a local approach which then becomes, ultimately, a personalized approach. We’re in the middle of that evolution–going from national to local to personalized,” Ozan said.
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