Bringing a world class brand online
The Challenge:
McDonald’s is the world’s leading fast food restaurant chain, with more than 1,200 restaurants in the UK alone. The company’s ongoing mission is to create and build customer loyalty to the brand through an integrated multi-media approach. With the rising importance of the digital channel, the challenge is to provide engaging interactive experiences that reflect changing customer and business needs such as a growing awareness of healthy lifestyle and nutritional values.
The Solution
Agilisys helped McDonald’s UK vision its first website and launched McDonalds.co.uk, in 2000. We have worked with them ever since and, as one of McDonald’s UK’s longest standing web technology partners, provide a variety of services, from initial digital strategy, through design and development and maintenance, as well as integration with third-party collateral and secure hosting for the UK site, employee extranet and multiple promotional microsites.
We have also conducted detailed user testing with key customer and regional segments for the UK and European companies and work closely with McDonald’s in-house marketing team to ensure integrated messaging across all media channels.
In addition to the website design, strategy and maintenance, we have delivered one-to-one marketing campaigns via email and SMS – and work in tandem with The Marketing Store to deliver monthly McDonald’s Advantage Club promotions.
The current (third iteration) of McDonalds.co.uk has a contemporary Flash interface, and presents up-to-the minute product data and interactive features. These features include a nutrition counter, restaurant locator, job application and MAC Club registration forms as well as constantly changing promotional mechanisms – all delivered in a manner that appeals to McDonald’s broad target audience.
The Benefits
Since its launch, McDonalds.co.uk has attracted on average 250,000 unique visits a month and ably supports content for both consumer and corporate audiences.
Our ongoing relationship with McDonald’s typifies Agilisys’s commitment to building long-term partnerships with our clients that benefit all parties.