McDonald's Thailand introduces mobile app with 'personal' touch

McThai Co, who is operating McDonald's restaurants in Thailand, has unveiled a mobile app. This app will be collecting more data on customers amid increasing competition in fast food and online delivery.

Thunyachate Ekvetchavit, Managing Director of McThai, said, “As the leading QSR (quick service restaurant), McDonald's continues to lift up our customer experience by bringing new technology, including big data and algorithms, to deliver the best product and service that meet the individual customer's needs.”

The app is designed with a personalisation tool as part of a new marketing strategy. It is different from earlier ones that focused on mass marketing.

“This will differentiate us from others in the competitive QSR landscape with the bolder and better customer experience and ensure that they enjoy our new application,” Thunyachate stated.

The app will be providing deals on menu items depending on personal preferences and offering access to the existing McDelivery service.

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