The McDonalds Corporation

The fascinating digital transformation story of McDonalds Philippines using electronic menu boards and content management systems.
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The McDonalds Corporation

Project Background and Description

McDonalds is always a trailblazer in terms of innovation. For decades, McDonalds has been at the pinnacle of its business. The restaurant giant has always been committed to positioning itself in the market. Furthermore, they never recede from experimenting with new concepts and redefining experiences. Some of its notable advancements are advanced analytics, artificial intelligence (AI), and digital transformation.

This large firm improves its dependence on technology to provide a high-quality client experience. Today, McDonalds expanded the definition of quick-service restaurants. Consequently, this introduces us to the digital menu board and content management system, which are increasingly being used in various stores across the industry.

The Problem

McDonalds Philippines has been undergoing a massive digital shift since 2015. However, the shift from traditional to digital is challenging. For years, numerous stores throughout the world have transformed. In addition, the firm attributes its resiliency in the face of adversity to significant investments in digital technology and a tremendous cultural modification in recent years. Regardless, the giant corporation is always true to its commitment to a long-term vision for digital transformation.

We’ve all seen how McDonalds caters to their customer’s daily requirements 24/7. Depending on the time of day, several menu options would be available. The issue is that McDonalds was still employing the lightbox and manually switching their menu from morning to regular. Their breakfast menu would usually only be available until 10:30 a.m., at which point the staff would physically spin the lightbox and change the inserts. This is a time-consuming activity since each employee would have to perform it regularly to verify that the correct menu for the time slot is available.

The Solution

Mcdonald’s is shifting from traditional head-to-head competition into digitalization to enhance its sales and operations. In 2015, the company opted to install digital signs e-menus in two of its busiest locations. The project aimed to provide a scalable long-term solution for effective visual communication, such as information sharing and advertising.

McDonald's Newest Digital Menu Board

Mediacast Digital Group Inc. deployed digital signage systems, including the SMP-2100, SMP-6000, and SMP-8000, as well as Professional LFD Displays, to two flagship stores in the Philippines, in collaboration with CAYIN Technology Co., the company’s official prestige system supplier. It highlighted state-of-the-art convenience for the businesses’ operations with a revamped menu board. The partnership is still ongoing and slowly expanding to their different branches. Mediacast Digital Group Inc. now serves 13 locations.

Since its inception, this has ensured that all menu signs are displayed on time, at 10:31 a.m. For instance, their menu boards are updated often and include relevant material, such as their most popular food or campaign. Because of automatic scheduling, crew members no longer have to mount ladders or switchboards between breakfast and lunch. It’s also as simple as clicking a button to add new items, pricing, or promotions. As a result, the staff’s workload was significantly reduced.

The Benefit

Mcdonald’s new approach made it easier to deal with content updates from the head office to the major branches because they didn’t have to wait for the materials to be physically handed over. A major tipping point of this project is having the ability to change menu board information from one location to all displays. This is a solid approach that is both cost-effective and does not put vital resources at risk. Marketing material takes less time to create and show because everything is consolidated at the main office and then dispersed as needed.

The digital menu board served a diverse range of rich content to influence customers to make purchasing decisions, such as menu item information with appealing food visuals and attention-getting video campaigns. Moreover, their menu board provided a dynamic platform for cross-selling or up-selling, thus improving sales and return on investment.


Mcdonald’s has made a wise decision in focusing on its strengths when it comes to digitization. Because it aspires to long-term success, this firm takes risks in novel ways to stay flexible. The importance of customer first and employee care made the company continue evolving into creating an efficient space for them. For what it is worth, the inclination to digital solutions opens a greater height of possibilities for the firm.

As they embark on the future, we can expect more digital signages to open up for the company in the coming years. McDonalds is still adapting to the implementation of these technologies. With seemingly various applications to ease the hassle of business processes, menu boards, and content management systems pave the way for an efficient, solution-based approach and future-oriented technology for everyone.

Source: https://supplychainnext.wbresearch.com/blog/mcdonalds-ai-data-optimize-supply-chain

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