McDonald’s Mobile Trial Raises Question: Who Owns The Data?
Written by Evan SchumanApril 9th, 2008
A group of 109 McDonald's restaurants in the Salt Lake City region are doing a mobile commerce trial, with participating consumers getting free iced coffee. Although those 109 stores are barely one coffee bean's worth, given the $22.8 billion chain's 31,377-store network, the trial is interesting both for its capabilities and for how much data-control McDonald's was willing to give up.
McDonald's is launching iced coffee as part of some new menu options and "part of our objective was to create additional awareness," especially among the younger consumers who McDonald's assumes will be receptive to a mobile coupon campaign."
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2 Comments | Read McDonald’s Mobile Trial Raises Question: Who Owns The Data?
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Our Comment SPAM system is getting very aggressive these days and has been blocking legitimate comments. If you post a comment and don't see it appear within 2 hours or so, can you please send a heads-up to customer-service@storefrontbacktalk.com? Ideally, please include the time you posted the comment. That will allow us to try and hunt for it. Thanks! P.S. We're working on fixing the system, but we don't want to lose any valuable comments in the meantime.
-Christine
April 10th, 2008 at 6:06 pm
This is a great article that addresses some key concerns with mobile marketing…I do think however McDonalds is wise to continue down this path in order to build some mobile and internet marketing for the company..
April 14th, 2008 at 1:57 pm
Why on earth would McDonald’s allow their customer data to be owned by a vendor???
That vendor then, at their discretion, can sell, abuse, re-use for illicit purposes that MacDonald’s customer. Don’t think for a second that the customer won’t belive it wasn’t McDonalds that violated them- not the vendor. Bad move McDonalds.