We will focus on digital & in-store merchandising to promote McDonald’s app: Akshay Jatia

Akshay Jatia, General Manger – Brand Extensions, Hardcastle Restaurants Pvt. Ltd that owns and operates McDonald's restaurants in India, talks about McDonald’s new app and #10yearchallenge

AkshayJatia

The latest viral phenomenon that has taken over social media is the #10yearchallenge. On its part, McDonald’s is taking the #10yearchallenge by slashing its menu prices to what they were 10 years back for 10 days, starting January 23, exclusively on its recently launched McDonald’s app. All that the McDonald’s customer has to do to avail the 2009 price-point is to show the offer within the app to the counter crew while placing the order, at any McDonald’s restaurant across West and South India.

Akshay Jatia, General Manger – Brand Extensions Hardcastle Restaurants Pvt. Ltd, says, “With the #10yearchallenge, we wanted to provide customers with a unique brand proposition and reinforce that in the last 10 years we have not changed. We continue to provide value to the consumer. The only thing that has evolved is the experience, which is to the benefit of the consumer.”

The new McDonald’s’ app was launched earlier this month in India, as part of a global initiative. The app features a tutorial that educates the customer about the customised offers that can be redeemed at the restaurant as well as information about all the offers and promotions available. Customers can also share their feedback and find their nearest McDonald’s restaurant on this app. In addition, the McDelivery platform has also been integrated into the new McDonald’s’ app, and there is a section devoted to news and content about McDonald’s, including the brand’s blog and Instagram handle.

Says Jatia, “ The McDonald’s’ app provides value as well as  convenience to the users in the form of engaging content, interaction with the brand and information about the brand. We took all the learnings that we had while running our digital platform over the last several years and integrated it into the global skeleton provided of the application.”

Talking about the marketing strategy for the campaign and the app, Jatia says, “We have promoted the challenge extensively on our application and have launched a digital engagement campaign as well for the promotion of the new app that talks about all the features. Primarily, in this quarter, we will be focusing on the digital medium and in-store merchandising, such as standees all around the restaurant, telling consumers about this very exciting proposition that we have for them.”

Since its launch in the first week of January, the McDonald’s app has been downloaded over 1,50,000 times and the company has set a target of around five million downloads by the end of the year.

Commenting on the focus area looking ahead, he says, “What has really worked for us is delivering value, variety and a great experience to all our consumers; this remains core focus. We have grown in the range of 25-30% and plan to open about 20-25 restaurants on a YoY basis.”

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