Elevating Customer Experiences: McDonald's Piloting a New Digital Feedback Platform
June 10, 2025
McDonald’s is testing a new digital feedback platform, making it simpler and faster for customers to share their thoughts after a visit in a limited number of U.S. and Australian restaurants. Designed to replace the traditional paper-based process, the new system offers a more accessible and streamlined way for people to communicate their feedback.
From Paper to Pixels: The Evolution of Customer Feedback
Typically, guests have to manually enter a long URL from their paper receipts into a browser after visiting the restaurant. This new system will eliminate that hassle by offering a more seamless and user-friendly experience.
The fresh approach will leverage advanced technology to collect, analyze, and implement customer feedback in real-time, ensuring that McDonald's can respond swiftly to guest needs and preferences.
How Does McDonald's Digital Feedback Platform Work?
The digital feedback tool will seamlessly integrate into McDonald's existing mobile app. About an hour after an order is placed in the app, a notification prompts feedback, from food quality to service efficiency. The team behind this model aimed to move away from only asking “Yes” and “No” questions and toward prompts that gleaned deeper insights into the restaurant experience.
Once submitted, responses will be analyzed using data tools that sort insights by relevance and urgency. This will make it easier for our teams to spot trends, act quickly, and make meaningful improvements. With our new platform, roughly 20 responses are now collected for every 1,000 guests. That’s a major leap from before, when only 1 in every 1,000 people were expected to respond.
Delivering Innovation to Benefit Customers and McDonald's
For guests, the refreshed experience will offer a convenient and efficient way to collaborate with McDonald’s and maintain strong, positive connections. For McDonald's, it provides valuable insights into people’s preferences and potential areas of improvement. By implementing changes based on real-time feedback, we can enhance our overall restaurant experience.
A Step Towards a Digital Future
Technology plays a key role in helping McDonald’s stay responsive to evolving guest needs and better achieve our goals––to feed and foster our communities. Through the new digital feedback platform, it will be easier than ever for people to share what’s on their minds. By offering a more accessible and efficient way to share responses, McDonald's is not only enhancing its customer experience but is also paving the way for future innovations.