Question

That is when McDonald’s started to turn to the data they collected over the years. They wanted to transition from mass marketing to mass customization – in order to do such a thing, they needed to unlock the data in a way that is useful to customers.What they came up with was a drive-thru with digital menus that change based on a variety of factors – from the time of the day to weather, and to historical sales data. That way they can offer their clients a cold beverage on a hot day or maybe a coffee with their breakfast menu.(What are their digital menus based upon?)

Answer 1

McDonald's digital menus in their drive-thrus are based on several key factors, including:

1. **Time of Day**: The menus can change to emphasize breakfast items in the morning, lunch and dinner options during the day, and late-night snacks when appropriate.

2. **Weather**: The digital boards can display items that match the current weather conditions, such as cold beverages on hot days or warm drinks and comfort foods during colder weather.

3. **Historical Sales Data**: The menus can be tailored based on past sales trends, allowing McDonald's to promote items that are known to be popular at specific times or during particular seasons.

4. **Local Events and Promotions**: The digital menus can also incorporate local events or marketing campaigns, highlighting relevant products or limited-time offers based on regional interest.

5. **Customer Preferences**: Utilizing data analytics can help McDonald's understand customer preferences better and personalize the offerings to enhance the customer experience.

By utilizing these factors, McDonald's aims to provide a more customized experience for their customers, encouraging them to make purchases that fit their immediate needs and preferences.