Interview with Daniel Lee, Senior Director, Digital Experience Lead APMEA, McDonald’s
Where are the growth areas for your company?
We’re seeing strong growth in 2 key areas:
- Convenience, especially in the form of food delivery services, as customers prefer the digital ordering experience and dining away from the store.
- and affordable luxury: if they do come to our stores, customers are prepared to pay premium prices for a premium burger coupled with enhanced service and experience, as in our Create Your Taste custom gourmet burger service recently launched in Australia.
What challenges and issues keep you awake at night?
The two significant challenges are around the speed of iteration. How do we test and evolve ideas faster than before, given our scale and highly process driven service? And, how do we capitalise on the data streams we collect to provide better customer engagement and long-term customer loyalty?
Originally from Auckland, New Zealand, and raised in the family fish and chip shop, Daniel has come full circle to arriving at McDonald’s, responsible for transforming the digital experience across ordering, CRM and how customers interact in store.
He is a 15-year digital veteran with digital leadership roles at traditional ad agencies like HAVAS Worldwide, Ogilvy and JWT, in addition to digital agencies and start-ups.
He’s consulted with a breadth of clients including American Express, Nestlé, Ford, Unilever, Reckitt Benckiser, Ford, IBM, Danone and across the full breadth of digital projects ranging from CRM, eCommerce, mobile apps, AR, gaming, analytics, social, and search.