Fast food giant McDonald’s is making a bigger play in the mobile space with the launch of a new application that drives consumers to the nearest location and illustrates the company’s commitment to offer improved nutritional choices.
The mobile app is part of a national marketing initiative that includes a long-term plan, which features ongoing menu evolution and nutrition awareness communication. The app is available for free download in Apple’s App Store.
“Harnessing the power of location is especially important for businesses with thousands of points where consumers can access a very standardized and dependable product,” said Wilson Kerr, Brookline, MA-based location-based services consultant.