Introduction: McDonald's digital transformation has been fully implemented since 2016, and strives to be able to enjoy McDonald's products and services at any time, anywhere and in any way. Digital transformation has achieved remarkable results in the past few years! The introduction of Alibaba Cloud Data Center will become an important part of McDonald's digital transformation in expanding the scene for new consumer groups!
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Towards 12 o'clock, the "fans" in the office were already ready to move.
The dishes in the canteen are determined by chef Zhang’s mood that day, and she doesn’t have the habit of cooking and bringing meals, so takeout has become Xiao Wu’s best choice for three meals a day, but today Monday, she has another feed Satisfy your own way.
Turn on the mobile phone, enter the "McDonald's" applet from Alipay, and skillfully find the "McDonald's Monday Member Day" interface, receive a coupon to redeem a pair of McDonald's chicken wings, and then order a "1+1 Xpress" package, and the settlement is only 12 yuan.
Xiao Wu usually chooses to "pick up the meal at the store", that is, the waiter will pack the corresponding goods in about 5 minutes in advance after placing the order, and he will be able to pick up the meal immediately after walking from the office to the restaurant.
The advantage of this service launched by McDonald's is that compared to ordering at a store, consumers can choose a restaurant in advance to complete the order, saving the time cost of queuing to order and waiting for the meal; at the same time, it is comparable to ordering through the takeaway platform. Compared with, it can save 9 yuan standard delivery cost...
However, the electronic ordering scene highly praised by "Xiao Wu" is just one of the changes brought about by McDonald's digital transformation in recent years.
Three laws affect people's dining choices
For most consumers, the choice of lunch cannot be separated from the three major factors of "price, taste, and distance". The McDonald's restaurant next to the company just falls at the intersection of these three standards.
In terms of price, in addition to setting a "Member Day" every Monday (you can participate in the "Hi Turn Week 1" member exclusive activity), McDonald's also launched a series of packages such as "500 calories" and "Xinhua 1+1=¥12" , So that consumers can enjoy more variety of products at lower prices.
Why do you prefer McDonald's? Xiao Wu gave the answer from the vast majority of consumers, “In terms of physical sense, in addition to chicken, McDonald’s burgers also have more choices such as fish and beef.” But in fact, in order to better cater to the tastes of Chinese consumers. Since McDonald’s first opened restaurants in mainland China in 1990, it has been working hard on the research and development of "Chinese-style new products", such as the Maltese Chicken Drumsticks and Maltese Chicken Wings that were launched in 1998, 1999, 2005, and 2020. , Grilled Chicken Drumsticks and Maimai Crispy Chicken, both of them have captured a considerable number of fans with their hot items.
Finally, distance is also a key factor for ordinary consumers to include in "influencing dining decisions"-if it is dining out, the distance means more time spent on the road; if it is delivery, it means the need to bear the taste of the food The risk of falling.
Fortunately, McDonald’s currently has more than 100 restaurants in Hangzhou, where Xiao Wu is located, covering most of the office and commercial areas. Whether in the office or daily shopping, she can always enjoy the freshest and warmth in time. McDonald's fries.
Wendy, vice president of McDonald's China digital business, said that the location of the store is very important to the catering industry, because it is related to the core customer groups that the restaurant can radiately affect. On the other hand, with the emergence of the new model of ordering for takeout in recent years, the service boundaries of offline restaurants that were originally restricted by geographical areas have been broken, and consumers can place orders anytime and anywhere without restrictions.
For example, Xiao Wu can use the Alipay-McDonald’s applet or the McDonald’s APP in the office to select the nearest McDonald’s restaurant to complete the order in advance according to the location, and then walk to the restaurant to complete the order.
In the McDonald’s restaurant, the food will be sealed into bags and placed in a special place to pick up the food. Xiao Wu can find the corresponding meal bag according to the number displayed after the order is completed without contacting people. Dinner and return to the office.
This kind of "contactless" meal taking has greatly ensured the safety of consumers during the epidemic, and has formed a wave of imitation in the industry. Now it has become the first choice of many "social fear" consumers.
The entire consumption link process that runs through the mobile Internet and offline restaurants can be efficiently opened up, and it is inseparable from the strong support of McDonald's digital construction.
It is understood that McDonald's digital transformation has been fully implemented since 2016, including the construction of official digital channels and the introduction of mobile payments. It strives to enable consumers to enjoy McDonald's products and services anytime, anywhere and in any way.
Digitalization gives consumers the autonomy of online ordering
“Digital payment is the first step in McDonald’s digital transformation.” Wendy said that in 2015, with the large-scale coverage of mobile payment scenarios, McDonald’s continued to access payment forms such as Alipay, which also means that McDonald’s has officially entered the consumer touch. Touch the new stage.
The impact of the 2020 epidemic and the improvement and development of mobile terminal technology have greatly changed consumers’ catering ordering habits to a certain extent. “Now, about 70%-80% of McDonald’s orders come from digital channels. "Wendi revealed, "These include touch-screen self-service ordering machines in restaurants, third-party platforms such as Ele.me, as well as electronic orders carried by mini programs and McDonald's APPs that combine the advantages of the first two."
And orders across multiple contacts can be accepted by McDonald's restaurants and handled properly, which largely relies on the self-built data middle-office system that McDonald's started to build in the early years.
Wendy introduced that McDonald's has many systems worldwide, and there are also many independent systems and functional components customized and developed specifically for the Chinese market-in order to maximize the guarantee that consumers can enjoy the same service and experience in different McDonald's restaurants. , McDonald’s has long divided various applications according to the different positioning of "front, middle, and back office".
"Front desk" is mainly responsible for dealing with the changeable touch points in business scenarios; "Middle stage" is more like a logical layer, supported by multiple data systems, and performs computing sharing functions, such as cards and coupons, which support multi-channel experience. Unify and guarantee the high efficiency of operation; while the "backstage" is the base, accumulating raw data from all channels.
At this stage, McDonald’s data system includes not only preference data for different markets, order data/access data of different channels, and activity data of different scenarios (including online and offline activities as well as activities of different online channels), as well as Based on the order frequency data of new and old products, etc., at McDonald's, these data can be properly integrated by the "data center" and used in front-end business scenarios.
For example, in addition to the classic master products that are highly respected by consumers, McDonald’s will also launch new products for different taste preference groups every year. In 2020 alone, there will be more than 100 new products launched-and this process of innovation and innovation includes A large amount of data analysis on "people" and "goods".
For another example, McDonald’s now fully implements the omni-channel ordering model, giving more autonomy to the consumers themselves-consumers can choose the ordering mode, and even if they place orders online, McDonald’s can also give consumers Full sense of control": From choosing a nearby store, to product selection to placing an order, there is a waiting time; if it is a delivery service, you can also see the rider's multi-dimensional information such as meal pickup, delivery route and distance in real time.
From a consumer point of view, the data that McDonald’s opened up no longer allows it to focus on the results of its own "fetching", but allows consumers to know more about "How many people are there before I enter the store?" The details of the process such as "waiting for food" and "how long do I have to wait after entering the store" can maximize the sense of being served during the entire consumption process.
Alibaba Cloud data center is an important part of digital transformation
McDonald's digital transformation has achieved remarkable results in the past few years, but Peng Jie, the precision marketing project manager of McDonald's China, said, "We just conformed to the needs of consumers, and then followed up the corresponding actions."
In Peng Jie's eyes, McDonald's digital transformation is in the final analysis to provide consumers with more sophisticated services, and the series derived from "consumer satisfaction" are all "unexpected" surprises.
In December last year, McDonald's and Alipay launched the "0 yuan to receive burger coupons" activity, which triggered a simultaneous surge in the traffic of offline stores and Alipay applets, especially in the Jiangsu, Zhejiang and Shanghai areas, where the number of transactions on the day increased by 9.6 times year-on-year.
As a relatively high level of consumption in the country, Jiangsu, Zhejiang and Shanghai have always been a consumer market that has attracted much attention from enterprises, and McDonald's is no exception. When the growth of new users in this region is facing a bottleneck, in 2020, McDonald's will join Alibaba Cloud Data Center, with Alipay and Cainiao as the core front-end positions, and carry out a series of precision marketing activities to reopen the breakthrough for online traffic in Jiangsu, Zhejiang and Shanghai. .
Wendi told reporters that as of the first quarter of 2021, McDonald's members in China exceeded 170 million. These members are stored in McDonald's CRM in the form of data through different channels, such as APP and small programs. In the library, "the overall operation logic of each end, such as point exchange, etc., is unified, but some marketing scenarios can be divided into channel exclusive and universal."
The introduction of Alibaba Cloud Data Center will become an important part of McDonald's digital transformation in expanding the scene for new consumer groups.
With the help of Alibaba Cloud Data Center's ability in global marketing scenarios, since October last year, McDonald's locked more than 20 stores in Jiangsu and Zhejiang to try to open. Now the number of participating stores has accumulated to more than 500:
Step01: McDonald's uploads some market data in Jiangsu and Zhejiang through Quick Audience, one of the core products of Alibaba Cloud Data Center;
Step02: Identify common features through Quick Audience;
Step03: Link to Alipay, cross-match the market opportunities around the selected store, and identify the high-potential part (at the same time drain the existing market share);
Step04: Use Alipay payment page as the carrier, and use the established store as the radius (the radius is optional), and push marketing activities for specific markets.
At present, the program has undergone 4 rounds of testing. In Wendi's view, "the existing effect data are all good."
"Because it is still in the trial stage, and because of the particularity of the catering industry, it is not suitable at this stage to use an absolute value to measure the value of this program," Wendi said, "I think this cooperation with Alibaba Cloud Data Center, It’s more like setting a standard for our further actions in this regard in the later period, so that we can clearly know that when the cost is within this range, it is an acceptable value."
As one of the world’s most valuable fast food brands, McDonald’s digital transformation is also continuing. From electronic menus to electronic ordering, to digital payment and global precision marketing, every service link of McDonald’s is subtly digitizing. .
"The catering itself is a relatively fragmented industry. Each brand is a unique representative of its own field. They will also have their own unique digital path. And we also hope that the one that McDonald’s has gone through can help others. Catering companies bring some inspiration.” Wendy said.
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Data center is the only way for enterprises to achieve digital intelligence. Alibaba believes that data center is a combination of methodology, tools, and organization, which is "fast", "quasi", "full", "unified", and "passed". Smart big data system.
Currently by Ali cloud external output range of solutions, including common data desk solution , retail sales data desk solution , financial data desk solution , Internet data desk solution , Subdivision scenarios such as and other subdivision scenarios for government data mid-channel solutions.
Among them, the Alibaba Cloud Data Center product matrix is based on Dataphin, and the Quick series is used as a business scenario cut-in, including:
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