McDonald's is testing mobile ordering for US customers, with the view to introducing the capability to its app by the end of the year, along with mobile coupon delivery and an expanded push into the mobile world in general.
During the fast food giant's earnings call for its Q2 results, Steve Easterbrook, president and CEO of McDonald's claimed that a mobile app will be launched in the US during Q3, with an focus on mobile couponing to begin with, but an aim to expanding to mobile ordering in the near future.
"The initial version of the app will make it easy for consumers to receive value when they choose McDonald's through features like tail adopters that are easy to redeem and rewards for regular purchases of their favourite McCafé beverages," said Easterbrook. "And at the same time, the team is already hard at work, developing additional features to hasten the shift from mass communication to personal one-to-one engagement with customers in the future."
The app will mark the company's first branded app in the US, despite already offering mobile applications in a number of other markets. While the firm has been reasonably innovative in terms of its embrace of mobile ad campaigns, it has been cautious when it comes to developing its own applications.
However, having worked with Google on hands-free payments and already run some initial tests on mobile ordering and couponing last year, the company is clearly feeling bolder in its approach to mobile, and the introduction of a mobile ordering app could dramatically transform the dining experience for McDonald's consumers, making its fast food even faster.