Hamburger giant, McDonald's , has begun its next course of digital transformation, rolling out WiFi analytics across its locations in Belgium as part of a three-year contract with Purple , Cisco Meraki , and Socialspot .
McDonald's Belgium is using intelligent, hyper-targeted marketing features in the Purple platform to deliver radically new digital strategies in personalized communication, promotions, and micro-surveys to improve their diners' experience.
Purple's cloud-based platform has been gradually rolled out across 80 restaurants over the last three months, coinciding with McDonald's Belgium's new mobile application, which was also launched last year. Almost 400,000 people have logged on to the WiFi network since installation via Facebook social media authentication and a short form, and are then redirected to a multilingual survey page, encouraging diners to provide valuable, real-time feedback.
Commenting on the installation of Purple's marketing and analytics software, Carlo Dei Cont, IT Infrastructure Lead for McDonald's Belgium, said: "We chose Purple's WiFi and analytics platform because it is all about personalized interaction and engagement with our customers. The API integration is seamless with our systems, and each onboarding experience can be customized to complement our brand for the most recent or relevant McDonald's Belgium campaign."
"When customers log into McDonald's Belgium WiFi, we are also able to redirect them to our new mobile application. This has demonstrated a significant increase in mobile uptake compared to previous methods. The metrics in Purple's dashboard allow us to measure the impact of each campaign in real-time, tailoring every communication to our customers to ensure their experience improves," said Dei Cont.
McDonald's Belgium has experienced a substantial decrease in technical calls for the WiFi following the Purple platform installation by Socialspot, including an enormous increase in positive feedback from the internal McDonald's support team, as well as diners.
Purple's enterprise content filtering system automatically blocks URLs on the IWF watchlist to safeguard young customers from inappropriate material. This was an important feature for the global brand, ensuring its new transformation in digital services and engagement is through safe, secure, and family-friendly WiFi.
"The McDonald's Belgium brand prides itself on bringing families together in our restaurants, so content filtering and being CCPA/CPRA compliant was another key reason we chose Purple. With Purple and their stand-out Profile Portal, any information gathered is secure, protecting our young diners from inappropriate content," said Kristof Vanonckelen, IT & Digital Director for McDonald's Belgium.
Commenting on the deployment of Purple across McDonald's Belgium locations, Jonas Dekkers, Co-founder of Socialspot, said: "I love working with Purple. It's a fantastic product, and I know that McDonald's will see great results from using the analytics platform to further transform their restaurants. I'm looking forward to helping McDonald's optimize their customer experience and drive loyalty through the platform."
Utilizing multiple methods of data capture allows the QSR chain to distinguish who its customers truly are and start distributing more segmented campaigns that will improve engagement, drive foot traffic, increase loyalty, and deliver ROI across the entire region. The information gathered through guest WiFi will also enable the brand to make more informed business decisions and eventually improve customer interactions with more personalized offers.
Gavin Wheeldon, CEO of Purple, said: "It's fantastic that we'll be working with Socialspot to ensure that McDonald's Belgium maximizes return on investment from the WiFi network and analytics. Purple gives the global brand an advantage over competitors, helping them to better inform business decisions and communications to the mutual benefit of their brand and consumers."
