How McDonald’s Managed Digital Transformation: a View From a Franchisee
Extreme TLDR: McDonald's Switzerland, led by franchisee Aris Gysel, embraced digital transformation through self-service kiosks and a mobile app, improving customer experience and operational efficiency. The shift faced initial resistance but ultimately enhanced service roles and collaboration within the franchise model. Significant investment in technology was essential, resulting in increased sales and customer engagement. Moving forward, personalization via the app will be key to sustaining customer loyalty.