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McDonald's hopes tech convenience will help lock-in customers

By Bloomberg ( China Daily ) Updated: 2016-11-14 07:38:10

McDonald's Corp, which replaced its CEO last year in the hope of turning around sales, plans to increase its investment in digital endeavors, including self-serve kiosks and a mobile-ordering application.

The investment marks a "very significant acceleration" from current levels, Jim Sappington, executive vice-president of operations and technology systems, said in an interview. He declined to give specific numbers, but said the spending will continue during the next two years and will be booked as capital expenditures and general and administrative costs.

"Enhancing the overall experience is a critical part of us growing our business," he said. "If we're more convenient, our customers are going to be more willing to come to McDonald's."

McDonald's hopes tech convenience will help lock-in customers

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