TapTechNews August 6th news, the new building of McDonald's China Technology R & D Center was officially opened.
As the scientific research headquarters of McDonald's China, it can accommodate more than 450 technical experts. In the next five years, McDonald's China plans to invest 4 billion yuan to increase digital R & D and innovation.
Zhang Jiayin, CEO of McDonald's China, said that 2017 was the year when Golden Arches was born (TapTechNews note: In 2017, McDonald's China was renamed Golden Arches China). At that time, the localization process of McDonald's had just begun, and the digital process in China was very fast. The scientific and technological research and development team increased from the initial 20 people to the current 250 people.
Zhang Jiayin mentioned that there are many manifestations of the IT team's consumer insights in the App now, which makes the McDonald's App have differentiated performance from other categories and makes consumers feel that there is a designed for me package. For example, if a consumer wants to change the fries in the package to a corn cup, the package picture will change accordingly.
This year we turn big friends into little friends because we think there is a little friend living in the heart of every big friend. We use AI technology to simulate, and consumers can generate pictures in seconds after uploading their photos. Zhang Jiayin said that the McDonald's App is not just a tool for ordering food, but a tool for brand interaction, which was unimaginable before.