MIS604- Requirements Engineering
Case Study
Digital transformation is about culturally and technologically changing
an organization to retain, regain, and attract customers (Mixson, 2021).
McDonald's has always embraced innovation. McDonald's considered
digital, delivery and drive-thru (3Ds) to create an easy and seamless user
experience for their customers. They introduced McDonald’s reward
program to strengthen their relationship with customers, which has over
21 million total members, with over 15 million members who are
considered as active. “Digital transactions through apps (including
delivery) or kiosks now account for a significant and growing percentage
of McDonald’s major market revenue” (Barsky, n.d.).


McDonald’s (Barsky, n.d.)
According to McDonald's Global CIO Daniel Henry, they work very closely with their customer experience
team, competitors, and other consumer industries. They encourage hackathons, creativity, brainstorming,
and idea-sharing. They regularly invite start-up and established companies to bring new ideas of
innovation.

McDonald's is currently looking forward to improving customer experience, reliability, and some quality
attributes in MyMacca’s app. They want to gain competitive advantage by matching the business processes
with customer expectation through Artificial Intelligence (AI) and cutting-edge technologies. Enabled
Solutions (Enabled | Digital Innovation made with Design Thinking, n.d.) is an Adelaide based software
development company, where you work as a Business Analyst (BA). Your company have been selected
from an idea sharing session help by McDonald's and you have been assigned for requirement analysis of
this project.

You need to research the market, community, competitor apps, and current technology trend to improve
customer experience in MyMacca’s app. Some ideas are as follows. Geo-fencing capabilities can be used
to determine when customers are approaching the restaurant and ensure the food order as fresh as
possible. Customer should be able to choose pick-up location (front counter, drive-thru or kerbside) for
orders made from the app. AI and data analytics can be used to provide personalized menu and exclusive
offers in customer app. Payment part can be revisited to incorporate all 21st century options. Currently,
the app supports payment options as: Visa, Mastercard and Amex. More flexibility in earning and
redeeming McDonald’s reward points, and discount offers will also add value towards customer
satisfaction.

Customer base also need to be researched to identify the quality issues with the current version of the
MyMacca’s app. Currently, time behaviour (loading and response time), capacity to handle concurrent
number of customers, and down-time/outage of the app are the big challenges.


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Bibliography:
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Enabled | Digital Innovation made with Design Thinking. (n.d.). Www.enabled.com.au. Retrieved
March 25, 2022, from https://www.enabled.com.au/
Barsky, N. (n.d.). McDonald’s Digital Transformation Special Sauce Is Curiosity. Forbes. Retrieved
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digital-transformation-special-sauce-is-curiosity/?sh=3f1cd054e986
McDonald’s Case Study. (n.d.). Amazon Web Services, Inc. https://aws.amazon.com/solutions/case-
studies/mcdonalds/
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https://itenterprise.co.uk/mcdonalds-digital-transformation/
Mixson, E. (2021, March 11). McDonald’s Supersized Approach to Digital Transformation. Intelligent
Automation Network.
https://www.intelligentautomation.network/transformation/articles/mcdonalds-supersized-
approach-to-digital-transformation