McDonald’s Corp. announced the creation of a new Digital Customer Engagement team on Wednesday, which will be focused on bringing together customer, business and tech strategies.
As part of the fast-food giant’s “Experience of the Future” there have been investments in things like self-serve kiosks that engage with customers digitally. “We must accelerate our focus on the digital experience by taking a more holistic approach that drives value from our existing customer-facing digital investments to better engage customers and drive profitable growth,” said Chris Kempczinski, McDonald’s chief executive, in a letter sent to MarketWatch that announced the new group.
Heading up the team will be Lucy Brady in a newly-created role, chief digital customer engagement officer. Brady has been senior vice president of corporate strategy for the past three years, and worked on McDelivery and the Dynamic Yield acquisition. The new team will also work with the newly-formed Digital Advisory Council, comprised of Joe Erlinger, USA president, Kevin Ozan, chief financial officer, and other executives.
This group will meet quarterly. McDonald’s is looking for a successor to Brady in the corporate strategy role. In a comment, Brady said her team will use the next 90 days to gather input from market teams and discuss future plans in early April. McDonald’s stock is up 1.4% in Wednesday trading, and up 13.8% over the past year. The Dow Jones Industrial Average has gained 26.6% over the last 12 months.
This article originally appeared in MarketWatch.