Bloomberg: McDonald’s Planning ‘Significant’ Boost in Technology Spending

The CEO of McDonald’s is continuing to bring new ideas to the table in order to turn around sales. According to a recent Bloomberg article, the company plans on increasing its investment in digital, which includes a mobile-ordering application and self-serve kiosks.

“Enhancing the overall experience is a critical part of us growing our business,” said Jim Sappington, executive vice president of operations and technology systems. “If we’re more convenient, our customers are going to be more willing to come to McDonald’s.”

The largest restaurant chain in the world continues to fall behind competitors in the industry in regards to technology, despite a recent revival in same-store sales. Rewards programs and mobile apps that Starbucks, Dunkin Donuts, and Taco Bell are providing to customers are bringing them back over and over.

After the all-day breakfast success has slowed down, the company is looking for new ways to get ahead. With positive reactions coming from announcements for antibiotic-free chicken, cage-free eggs, and real butter usage in breakfast muffins, the brand is planning to build on that momentum and plot its comeback with technology.