McDonald’s Qualitative Analysis Report
Problem:
McDonald’s faced fragmented technology implementation, inconsistent hardware reliability, and limited training for key personnel, resulting in operational inefficiencies, reduced staff productivity, and declining customer satisfaction. A comprehensive solution was needed to address these challenges holistically while enabling scalable and cost-effective technology management.
Situation:
McDonald’s technology ecosystem plays a pivotal role in maintaining consistency in customer experience and staff productivity. However, a qualitative analysis revealed multiple challenges in technology implementation, collaboration, and operational performance across restaurants. Key pain points included inconsistent hardware reliability, ineffective training for technology personnel (OTPs and GMs), and mobile app performance issues negatively impacting customer satisfaction.
Task:
McDonald’s partnered with Daugherty Business Solutions (DBS) to evaluate and address these challenges. The primary objective was to reduce technology-related disruptions, improve cost-efficiency, and enhance training and collaboration among stakeholders.
Action:
Stakeholder Collaboration and Training:
Identified knowledge gaps and collaboration breakdowns between OTPs and GMs, caused by miscommunications and varying levels of technology literacy.
Recommended advanced training for OTP Level 3 roles, including scenario-based troubleshooting, prioritization, and leadership skills.
Hardware Improvements:
Proposed defining "golden specifications" for hardware, emphasizing durability under demanding kitchen conditions.
Suggested integrating protective measures, such as filters for device fans, and implementing regular cable management protocols.
Software Standardization and Mobile App Optimization:
Advocated for a unified "golden image" for software deployment to mitigate issues caused by version mismatches and technical debt.
Recommended enhanced testing for mobile app scenarios, resolving geofencing bugs, and improving app reliability to boost customer confidence.
Systematic Changes and Efficiency Enhancements:
Proposed a multi-step quarantine process for problem software and reimaging devices with standardized configurations.
Introduced incentives for OTPs to contribute learning modules based on their field experiences, enriching training content.
Result:
The recommendations provided a roadmap to streamline McDonald’s technology operations:
Enhanced training and collaboration improved OTPs’ ability to manage multiple restaurants effectively, reducing downtime and improving issue resolution times.
Defined hardware and software standards minimized disruptions, improved staff productivity, and reduced operational costs.
Mobile app improvements bolstered customer trust, driving digital engagement and easing operational strain.
Role: Art Direction
