During the COVID-19 pandemic, McDonald's emerged as the winner in fast casual through digital innovations along their core competencies for their core consumers.
The fast food industry has been experiencing plenty of headwinds in the last few years: a shift in consumer preferences toward healthier options, the rise in fast casual restaurants like Chipotle and Sweet Greens, as well as the on-demand economy that's creating opportunities for restaurants to deliver value through online delivery and convenience.
McDonald's is trying to get ahead of this by investing in upgrading their stores to be more consumer-oriented and convenient, but more importantly, investing in big data to understand its customers better.
Will McDonald's super-sized investment in digital pay off?
New McDonalds CEO Steve Easterbrook set the company on a data-driven transformation to improve its customer experience.
