McDonald’s Hong Kong wins award for leveraging tech in latest Strategic “4Es” project

Tapping into data from multiple points to work on its continued improvement.

McDonald’s Hong Kong is serving over one million customers a day, generating a lot of data from daily transactions. 

To maintain its position as the leading Quick Service Restaurant in the market, it aims to continuously provide excellent service to its customers and employees. With this vision, McDonald’s Hong Kong is constantly challenging itself to look for areas of improvement and innovation.

For the company-wide transformation, McDonald’s Hong Kong began with developing an overall process to facilitate both frontline and back-office operation, leveraging technology and data. The strategic programme “4Es - Enterprise Experience & Efficiency Elevation” was created and consisted of three major steps — Build up the Data 360 platform (Data360), Customer Experience (CX) elevation, and Employee Experience (EX) elevation.

The programme aimed to provide a more personalised experience to customers and employees and also improve the efficiency of operations. This is with the corollary expectation of enhancing service quality and reducing employee workload. To achieve this, McDonald’s Hong Kong has adopted the Amazon Growth Flywheel and transformed it into the McDonald’s Hong Kong Growth Flywheel, which highlights the three major steps that would drive growth. At the centre of the flywheel is customer experience elevation to drive more traffic. 

High traffic was identified to not only bring more data, but also provide better personalisation for customers. It also elevated the employee experience to improve efficiency, allowing the employees to devote more time to customers and enhance the overall experience further.

To achieve this “4E” strategy, the company fostered an agile growth mindset amongst its employees. Identifying the “trial and error” system was also another key to facing the new and unprecedented challenges and learning from each iteration.

The company focused heavily on consolidating data from multiple sources (Data360) and visualising said data via mobile and desktop applications for various purposes (EX). To parallel the changes, the McDonald's App was revamped to enable mobile order payment with more cashless payment options and more data tracking (CX).

With these efforts, McDonald’s Hong Kong received the Enterprise Software - Food & Beverage award in the recently concluded Hong Kong Business Technology Excellence Awards. Now in its fourth-year run, the awards programme recognises outstanding companies that have made exceptional contributions in the pursuit of technological innovation.

In selecting the winners, judges crowned the best first-rate firms with the most innovative and unique IT initiatives and solutions that helped push forward doing business in Hong Kong.

The judging panel took into consideration three major achievements of the company. First, McDonald’s Hong Kong has over millions registered app members and more than 1 million monthly active users.

Secondly, McDonald’s Hong Kong gained a large number of mobile orders after the relaunch of McDonald’s app with a wide range of mobile payment options. Last but not least, its personalised coupon offers created a huge increase in incremental sales compared to mass offers.

Taken together, McDonald’s Hong Kong is committed to continuing its current goals and providing better service and food to its customers.

The Hong Kong Business Technology Excellence Awards is presented by Hong Kong Business Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Julie Anne Nuñez at [email protected].