App Powered Growth McDonald's NZ
agency
Track / Tribal
capabilties
Digital / Data
client
McDonald's NZ
year
2022
The Macca’s digital offering in the New Zealand market has been evolving over the years: from a scattered data base in 2017 to the single customer view and the launch of the Macca’s app with simple digital vouchers in 2018. From a show and go app in 2018 to a data-capturing mechanism in 2020. From a deals-focused value in 2021 to a full points-based loyalty programme in 2022. From mass value deals in 2022 to targeted & segmented deals in 2023. TRACK has worked alongside McDonald’s NZ team on their journey towards personalised McDonald’s experience. The focused digital roadmap co-developed by McDonald’s and TRACK helps both parties stay focused on the journey from ‘McDonald’s gives me value’ to ‘McDonald’s values me’. This is delivered through the personalisation of the customer’s experience at every point, from the consideration phase to the post-purchase phase.
And as a result, we have generated $147,000,000 in data-driven sales. That’s a lot of nuggets.
The TRACK team is a true partner to the McDonald’s Digital team, and I really see them as part of the overall team with their own skills and deliverables - rather than an agency doing work for McDonald’s. This didn't come overnight, but came through consistent hard work delivered by diligent people that know and support our business. The team at TRACK challenge our assumptions and care about the execution.
Adrian Green, Head of Consumer and Business Insights.
#001234567890
Mcdonald’s app in sales per capita
001234567890001234567890001234567890K
newly registered app users in 2023
001234567890001234567890%
of Kiwis used the Macca’s app in 2023
001234567890001234567890%
NZ sales driven through the app.
