McDonald’s Sweden gave out free limited-edition picnic blankets featuring a quick response (QR) code, letting people place food delivery orders from their phone. The initiative—which the company introduced in a video on its Sweden Instagram—comes after McDonald’s announced its investment in technology company Plexure and acquisition of logic technology leader Dynamic Yield, which will play a key role in advancing the brand’s ability to personalize customer experiences.
McDonald’s featured the offer for free blankets through its social media networks in a push for increased mobile app usage and location-specific services. Upon scanning the QR code, smartphone users’ geographic location was sent to their food delivery service of choice thereby alerting the nearest McDonald’s to fulfill the order and deliver it to the blanket’s location.
“Across all of our markets, we’re using technology to elevate and transform the McDonald’s customer experience. Our mobile apps play a key role in our digital acceleration, allowing customers to interact with us on their terms in a personal, customized way. This investment is a testament to our belief in Plexure’s ability to deliver strong results for our business as well as the talent and technology they’ve cultivated,” said Steve Easterbrook, president and CEO of McDonald’s, in a company press release.
Plexure has powered a version of McDonald’s global mobile app in 48 countries outside the US. In addition to access to Plexure’s technology, McDonald’s will further its targeted strategy thanks to its acquisition of Dynamic Yield, with which it has plans to vary outdoor digital drive thru menus which change food displays based on the time of day, weather, and trending menu items–making the company one of the first to integrate decision technology into the customer point of sale at a brick and mortar location. Utilizing both company’s resources, McDonald’s will reinforce itself in the quick service restaurant (QSR) space with highly customized experiences for fans.
Fast food giants that have leveraged mobile hot spot delivery are few and far between, making McDonald’s ahead of the game. In 2018, Domino’s introduced over 200,000 hot spot delivery locations. This year, 7-Eleven announced 7NOW Pins, allowing customers to locate the nearest pin and order 7-Eleven via the brand’s app to 2,000 hot spot locations.