The business problem:
Like many brands, McDonald’s is driven to create great guest experiences – and drive loads of efficiency – via engaging guests within its mobile app.
Traditional research approaches were falling short in revealing new ideas, or even diagnosing guest behaviors relative to what truly drives, or hinders, the digital path to purchase.
We applied our quantitative, psychological measure to profile three levels of food-brand app engagement, and quickly identified a core opportunity to drive both app recruitment and engagement.
We applied our knowledge on heuristics to bring the opportunities to life in a digital activation playbook, complete with a range of tangible guidance. The team applied the insights, and one simple idea – but which was super potent to the psychology we identified – drove 38% improvement in a key business loyalty KPI.