{"id":292196,"date":"2014-01-10T22:16:00","date_gmt":"2014-01-10T21:16:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-franchises-du-hamburger-et-le-digital-2"},"modified":"2019-09-19T09:47:29","modified_gmt":"2019-09-19T08:47:29","slug":"les-franchises-du-hamburger-et-le-digital-2","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-franchises-du-hamburger-et-le-digital-2","title":{"rendered":"Les franchis\u00e9s du hamburger et le digital"},"content":{"rendered":"
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Passer commande en ligne sur le site McDonald\u2019s ou via son smartphone<\/b> gr\u00e2ce \u00e0 une application d\u00e9di\u00e9e, ce sera bient\u00f4t possible dans presque 1200 restaurants sur les 1260 dont l\u2019enseigne dispose sur le territoire fran\u00e7ais.<\/p>\n

En dehors de l\u2019innovation dans le service propos\u00e9e \u00e0 sa client\u00e8le, ce projet se r\u00e9v\u00e8le \u00eatre strat\u00e9gique pour la c\u00e9l\u00e8bre entreprise am\u00e9ricaine pour la fluidit\u00e9 des commandes et le temps d’attente, un r\u00e9el probl\u00e8me dans les restaurants. La connaissance plus fine des clients permettra aussi de travailler la fid\u00e9lisation.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Commander en ligne ou via un smartphone<\/h3>\n
La restauration rapide avait besoin justement de gagner en vitesse et en fluidit\u00e9 chez McDonald\u2019s. <\/b>D’o\u00f9 la possibilit\u00e9 de commander en ligne ou via son smartphone. R\u00e9duites les attentes en caisse, le client pourra  faire tranquillement son s\u00e9lection o\u00f9 il veut, pour ensuite venir r\u00e9cup\u00e9rer sa commande directement dans le restaurant choisi. Sur place, il n\u2019a qu\u2019\u00e0 se servir du QR code obtenu lors de la commande ou entrer sa r\u00e9f\u00e9rence sur la borne d\u2019entr\u00e9e pour ensuite r\u00e9cup\u00e9rer son repas au comptoir d\u00e9di\u00e9. Le paiement s\u2019effectue par Paypal ou par carte bancaire sur place. 
Vu la complexit\u00e9 et le nombre d’\u00e9tapes \u00e0 g\u00e9rer, il faudra v\u00e9rifier que la rapidit\u00e9 est vraiment au rendez-vous, certains clients en doutent quand m\u00eame un peu.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Un nouveau concept strat\u00e9gique<\/h3>\n
L\u2019avantage recherch\u00e9 avec ce nouveau process de commande est de gagner en fluidit\u00e9 de service.<\/b> Une premi\u00e8re \u00e9tape avait d\u00e9j\u00e0 \u00e9t\u00e9 franchie avec la mise en place dans les restaurants de la cha\u00eene d\u2019une borne de commande \u00e0 leur entr\u00e9e qui permettait de faire son choix sans passer par les files d\u2019attente en caisse. Mais pour McDonald\u2019s, l\u2019enjeu de ce nouveau concept est aussi strat\u00e9gique pour r\u00e9cup\u00e9rer des informations pr\u00e9cises sur les clients (go\u00fbts, horaire  de consommation, lieux, etc.) et ainsi pouvoir mieux r\u00e9pondre \u00e0 leurs attentes tout en les fid\u00e9lisant. La chasse aux informations est vraiment ouverte partout.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Des changements important pour McDonald\u2019s<\/h3>\n
Ce service de commande en ligne a n\u00e9cessit\u00e9 pr\u00e8s de trois ann\u00e9es de travail ainsi que la formation de 1400 personnes<\/b>, du comit\u00e9 ex\u00e9cutif aux franchis\u00e9s en passant par les diff\u00e9rents services. Il a \u00e9galement \u00e9t\u00e9 imp\u00e9ratif de repenser tout le dispositif de communication digitale pour en maximiser l\u2019impact entre les r\u00e9seaux sociaux et le site corporate. Enfin, un \u00ab digital group \u00bb a \u00e9t\u00e9 mis en place pour r\u00e9unir les responsables de chaque d\u00e9partement de l\u2019enseigne une demi-journ\u00e9e par mois pour affiner ensemble toute la strat\u00e9gique num\u00e9rique.<\/p>\n

D’apr\u00e8s un article vu dans Strat\u00e9gies du 21\/11\/2013 auquel nous avons ajout\u00e9 quelques commentaires.<\/i><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Vous avez pour projet de devenir franchis\u00e9 dans la restauration rapide<\/a> mais vous h\u00e9sitez encore sur le franchiseur avant de candidater. Pour m\u00fbrir votre r\u00e9flexion, nous vous invitons a consulter d’autres r\u00e9seaux de franchise qui recrutent dans le secteur et \u00e0 visionner \u00e9galement de nombreuses vid\u00e9os sur les franchiseurs de la restauration rapide<\/a>. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Passer commande en ligne sur le site McDonald\u2019s ou via son smartphone gr\u00e2ce \u00e0 une application d\u00e9di\u00e9e, ce sera bient\u00f4t possible dans presque 1200 restaurants sur les 1260 dont l\u2019enseigne dispose sur le territoire fran\u00e7ais. En dehors de l\u2019innovation dans le service propos\u00e9e \u00e0 sa client\u00e8le, ce projet se r\u00e9v\u00e8le \u00eatre strat\u00e9gique pour la c\u00e9l\u00e8bre […]<\/p>\n","protected":false},"author":40,"featured_media":291421,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[2],"tags":[],"class_list":["post-292196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-des-reseaux","entry","has-media"],"acf":[],"yoast_head":"\nLes 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