MELATI ABDUL HAI
SENIOR DIRECTOR OF MARKETING, COMMUNICATIONS & INSIGHTS MCDONALD’S MALAYSIA
On how social media has impacted or promoted your business brand.
Social media has made a huge impact on our brand in recent years. No one can discredit the power of word-of-mouth advertising and we invest heavily in social media engagements and activations to drive our campaigns. At McDonald’s, we pay close attention to the conversations on the social space to help us address potential issues in a timely manner, and to celebrate and share positive news that contribute to our brand-building efforts.
On the company’s digitalisation efforts and how it has helped in branding.
One of our key digitalisation initiatives is called ‘Experience of the Future’, whereby we are upgrading our services and facilities to provide a more modern dining experience in efforts to stay relevant with consumers today. For example, by installing Self Ordering Kiosks, Digital
Menu Boards and providing a Customer Feedback app. Placing orders for McDelivery is done 100% online through the McDelivery website and app. By all accounts, our customers are lovin’ our move towards digitalisation.
Challenges faced by your company in a challenging economic environment.
Consumers are constantly looking for great Value as they cut back on spending during challenging times. Based on research, McDonald’s is said to offer the best Value in the QSR industry. We’re committed to solidify our leadership as the best Value provider in town.
On strategies put in place to boost the company’s brand image.
At McDonald’s, we aim to deliver delicious, feel good moments to everyone. Our ‘Experience of the Future’ initiative is a key strategic pillar that enables us to embrace digitalisation and stay relevant with consumers today, in our journey to become a modern and progressive company.
The importance of a meaningful connection between a brand and a consumer in brand-building.
One of the cultures that we nurture at McDonald’s is about being customer-obsessed at every level of the organisation. We listen extensively to our customers through research and focus group discussions and then strive to deliver on their needs. To become a winning brand, we must win our consumers’ hearts.