McDonald's creates new unit to focus on global digital app

Nearly half of all restaurant customers use at least one loyalty program, particularly when ordering fast-food, according to a consumer survey from loyalty program provider Paytronix Systems Inc and PYMNTS.com.

McDonald`s Corp is bringing its digital, data analytics, marketing, restaurant development and operations segments into one unit as it focuses on driving growth through its global app and new MyMcDonald`s Rewards program, the company said on Monday. The company rolled out MyMcDonald`s Rewards on July 8 as fast-food chains have raced to launch loyalty programs to spur sales, reach younger consumers and give customers more ways to order. To lead the new unit, McDonald's promoted Manu Steijaert to a new global chief customer officer position, effective Aug. 1 and reporting to Chief Executive Officer Chris Kempczinski. Steijaert previously ran international operated markets including European countries, Russia and Australia.