theceomagazine.com | 39for customers to think of us as a progressive
brand,” Prince Mishaal says, adding that
digital technology will facilitate more
personal communication, allowing for
greater flexibility.
“We’re redefining the meaning of value in
this area. It is no longer mass communication;
it is addressing each customer’s individual
needs and expectations. There’s a lot of
investment being made to achieve that,
whether it’s through applications and
software, or some other means.”
The company has introduced a global
mobile application that aims to engage with
customers in a more tailored way. “We only
launched that a couple of months ago and
we’re already seeing impressive results. It’s
another example of how we as a brand are
progressing to stay relevant to our customers.”
In addition to updating its customer-
facing digital tools, McDonald’s Saudi Arabia
has invested heavily in a state-of-the-art IT
operations hub, which represents a significant
upgrade to its connectivity infrastructure. The
hub hosts applications such as enterprise
resource planning, reporting, digital signage
and digital multimedia broadcasting, and
will allow the company to streamline and
standardise processes across its extensive
operations. The hub incorporates a number
of cutting-edge technologies, including
copper and fibre-optic raceway systems,
HD patch panels, OM3 fibre-optic cabling
and server cabinets. All this makes for an
extremely reliable and versatile system,
one capable of scaling up as the company
continues to expand in terms of volume
and outlets.
Convenience has long been integral to
McDonald’s success and it is looking at new
ways of offering convenience to time-poor
customers. The company was an early adopter
of home service delivery in 2001. Prince
Mishaal says the company identified the
service as a growth driver very early on and
has invested heavily in equipment and
technology to facilitate delivery. It has also
sought to extend opening hours as late as
possible, so it can offer customers greater
flexibility and convenience. »
Cover story