Helping McDonald’s customers to enjoy their favourites safely

When lockdown hit, along with the rest of the world, McDonald’s UK experienced something it never thought possible: the complete closure of all of its restaurants. When the time was right to re-open, McDonald’s needed to ensure customers knew where and when they could get a taste of their favourites – yet reassure customers that it was safe to do so.

The challenge

The decision to close McDonald’s in the UK was not taken lightly, but it was necessary to ensure the continued safety of employees and customers. After reviewing its processes, the time came to reopen for Drive-thru and McDelivery® – at which point, McDonald’s needed to tell customers which restaurants were open, and how best to enjoy their favourite menu items whilst adhering to social distancing guidelines.

The strategy

The focus of our communication centered on McDonald’s phased approach to reopening, and the safety measures it had put in place. Using advanced segmentation, we specifically targeted customers whose closest restaurant had reopened by sending an email that detailed the exact location. Customers who weren’t in such close proximity to a reopened restaurant still received an email, but with a link that let them conveniently check what was available in their area.

The work

Our sophisticated approach used customer postcode data along with dynamically generated images to personalise content and tell recipients if their closest restaurant had reopened, and whether it was open for Drive-Thru, McDelivery® or both. Using our own in-house API, we created personalised images based on services available in local restaurants, a recipient’s distance from a restaurant, and the device the email would be viewed on.

We also included an interactive carousel  designed to provide essential information about safety and social distancing measures without  directing customers away from the email.


higher open rates
than the pre-lockdown average

The results

This personalised content resulted in multiple variants sent to millions of customers who were hungrily waiting for a taste of their favourite McDonald’s food. They lapped it up with open rates 120% higher than the pre-lockdown average. 

Want to find out more?

To find out more about how we are helping McDonald’s learn more about their customers and drive incremental spend, just get in touch.