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Imagine, for example, having the McDonald's app on your phone suggest a milkshake to go with your twice-weekly Quarter Pounder order. Despite a management shake-up at McDonald's last week that saw the departures of the heads of marketing, menu strategy and digital, analysts expect the chain's innovation plans to continue moving forward.

McDonald’s Indonesia Launches Mobile Application

The ability to collect data on customers is important to McDonald's, which is trying to reverse a yearslong decline in customer traffic. The move also places the fast-food giant, which lagged behind in the race to introduce new technology like mobile ordering and payment, as a leader among chain restaurant companies in translating customer data into customized service. Through loyalty programs and apps, companies have for years been gathering information on customers to increase visits and sales.

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But the chance to collect data and use it in a way to make a customer's experience better and faster is still a relatively new frontier, said David Pierpont, an executive vice president at marketing firm Ansira. Everyone's trying to figure out how can they leverage it. Millennials and the younger Gen Z set tend to be more open to their data being shared, but Pierpont believes acceptance of data-sharing — with all its dangers and benefits — is more widespread than many people admit.

McDonald's has had a smartphone app for several years, but it's primarily been focused on delivering coupons and store location maps. The ability to order food and pay through the app, which is expected at all U. In Japan, McDonald's has found that customers using the app spend 35 percent more, on average. And when customers do take the app's suggestions to add a milkshake or some McNuggets on top of a value meal, those orders are stored and often repeated as-is, leading to higher spending.

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In France, where order-and-pay is already up and running, McDonald's is collecting "behavioral insight" from customers and using that information to personalize the promotions they receive. McDonald's also is participating in a number of pilot programs to test technology and its effectiveness in getting more customers in the door. The company recently completed a pilot in Singapore where it placed Google ads in areas where its restaurants had slower customer traffic at that very moment and so were able to handle more delivery orders.

The company is partnering with Facebook to measure the effectiveness of its advertising on the social media site. Using Facebook location-tracking information, the chain can see the time between when customers see an ad on Facebook and when they walk into a McDonald's restaurant.