McDonald’s on the next stage of its digital transformation

In the latest episode of Digital Decoded, we test McDonald’s mobile ordering app and speak to the brand’s digital director to find out what the future holds.

McDonald’s has been on a radical journey of transformation over the last couple of years. Its marketing campaigns have shifted to focus on debunking myths around its food, as well as pushing a message of quality.

Meanwhile, its restaurants have had an upgrade as part of its ‘Experience of the Future’ programme, with most of McDonald’s outlets now featuring in-store touchscreen kiosks, mobile charging docks and table service.

Now, the fast food brand is shifting its focus towards its digital capabilities. Last month McDonald’s announced a trial partnership with UberEats in the UK, making its menu available for home delivery in London, Nottingham and Leeds.

Its mobile app has also seen an overhaul. McDonald’s launched its mobile ordering app in the US in 2015, with the brand’s CEO Steve Easterbrook claiming it has now been downloaded 18 million times, with 11 million registered users. It is undoubtedly looking to replicate this success in the UK.

At the moment, the brand allows British customers to order using the app in select restaurants. People can choose their meal, check-in to the restaurant by scanning one of the QR codes, quickly pay and pick up their food.

Marketing Week’s Leonie Roderick decided to test the tech out in person, and speak to the brand’s digital director Marc Cooper about McDonald’s digital transformation journey and what we might be able to expect next.

Hide Comments1 Show Comment
  • Paul Duxbury 16 Sep 2017 at 8:43 pm

    It’s all good except…you can’t actually place the order until you’re in the restaurant, so you don’t save much/any time. Don’t customers want to be able to order remotely and then just drive up to collect their food, or is it just not practical/possible to synchronise fast- food preparation and customer arrival times? In which case I’m doubting the app will get much usage once the novelty has worn off.

  • Post a comment

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here