McDonald’s has opened an office in San Francisco and is hoping to attract digital and business-development talent that will help it improve customer experiences.
The new hub, which currently has two full time employees, will serve to develop new initiatives and also bring the McDonald’s brand to a new level.
The idea for the office comes from Chief Digital Officer Atif Rafiq, who is looking to expand the company’s expertise in digital marketing, digital media and mobile development.
Rafiq will lead McDonald’s global digital strategy focusing on future growth in e-commerce, modernising the restaurant experience and engaging with consumers across the digital landscape.
The move comes as McDonald’s and its competitors in the US are looking for ways to connect to consumers, particularly in the mobile space a medium the restaurant industry has been slow to
Overseas, McDonald’s and other chains have been working with mobile for some time.
McDonald’s is currently testing mobile payments in the U.S., including mobile ordering, with customers able to pick up food in stores, curbside or at the drive-thru. It’s also been digitizing its menu boards in recent years.