Recently, I am obsessed with McDonald's.
In my impression, as a multinational chain brand, KFC's localization is better than McDonald's, and the private domain is also better.
However, I went to eat a few times, and after experiencing their private domain path, I found that I was wrong. McDonald's private domain is very powerful!
As a mature multinational chain restaurant brand, McDonald's standardization and automation are one of the reasons for its success. This is not just a single thing, but it is also the same in operation. It pursues automated and standardized operations, reduces labor, improves human efficiency, and maximizes ROI.
McDonald's private domain gameplay is suitable for some brands with large user volume and high potential, or industries with high repurchase, simple user decision-making, and low customer unit prices.
This article will disassemble how McDonald's is a private domain from several dimensions such as drainage, community, and small programs. I hope it will be useful to you.
Offline scenario-based drainage
The first step to be a private domain is to drain traffic from external channels.
As of June 2021, the number of McDonald's stores exceeded 4,000. The drainage of offline contacts has become a powerful gripper for them. Starting from the path of user behavior, the private domain entrance is laid out in each link of entering, ordering, and dining.
1. link into the store
standing McDonald's entrance, you can see close to a horizontal version of the poster on the door glass, guide the user to scan code into the private sphere open membership card.
I have always believed that drainage should correspond to the scene. McDonald's has done this particularly well.
When a user approaches a McDonald's store, there must be a demand and want to come to McDonald's for consumption. So what is he most concerned about? Either you are struggling with what to eat, or you are looking for discounts.
Therefore, the low-priced membership card was directly pushed on the poster, with the gimmick of "9.9 yuan enjoy a 40% discount, one-time payback, more use and more savings" to attract users to buy.
At the same time, the membership card has a specific package, which saves users the trouble of choosing what to eat.
After entering the door, a roll-up banner is placed next to the door, telling users that they are currently cooperating with Coca-Cola, "Buy a large package, get 1 Coca-Cola cup for free", and guide users to download the APP.
Self-owned APP also belongs to the category of private domain. Compared with the WeChat ecosystem, it has the characteristics of more refined user data, more efficient Push access, and more autonomous and controllable.
But APP also has a shortcoming, that is, it requires users to download, and the link is long.
Therefore, in the user download interface, McDonald’s attracts users with benefits such as "free fries for 0 yuan, three-piece breakfast discount, takeaway discount coupons (99-30, 65-20), set meal coupons, low-priced coffee coupons" and other benefits. .
2. The ordering part
in ordering this link, direct users to the private sphere of contacts there are four:
First, the self-ordering machine.
A KT board is posted on the periphery of the ordering machine to inform users of recent activities and guide users to scan the code to enter the private domain to open a membership card.
Similarly, this is also very suitable for user consumption scenarios, which has been mentioned earlier in the article.
The second is ground guidance at the bar.
This is not difficult to understand. Especially during peak dining hours, there is a long line in front of the bar.
Guided by the signs on the ground, part of the passenger flow that queues up for ordering can be introduced into the private domain, reducing the pressure on the staff, and for users, it also saves the time of queuing.
In the severe period of the epidemic, it can also play a role in picking up meals without contact.
The third is table guidance.
The guidance on the McDonald’s dining table is very well designed, starting from the user's usage scenario.
In addition to ordering food through the self-service ordering machine and the bar, there is another scenario for ordering food-placing an order directly through the applet at the table. The premise of this is that the user has entered the private domain and used the mini program, and he knows that the mini program can order food. Then, starting from this operational logic, the QR code on the dining table should guide users to download the APP, and multiple channels for private domain retention.
The fourth is the order page to guide the community.
After placing an order through the mini program, the order page will jump out of the community code, guide users into the community through rights and interests, and do a series of operations in the group to guide repurchase.
3. Take food sectors
offline stores do private domain has a big advantage is that you can set for each KPI staff, to guide them through, then surgery.
When I went to pick up the meal, the waiter took a hand card and used "free cones" as bait to scan the QR code to enter the corporate WeChat group.
Through communication with them, I learned that the headquarters will set up a daily fan KPI for each store. Based on actual experience, they have concluded that the highest conversion rate of users into a group is when the user first enters the store to order or wait for a meal. However, based on the actual situation of the store, especially during peak periods, they have no staff to take care of it alone, so they can only guide users when they pick up meals.
This has inspired me. No matter how well the private domain path is designed, it is the frontline executive staff who will eventually land. It is necessary to consider implementability and ease of implementation, and maximize the value between implementation and adding fans.
After diverting users to private domains, the second step is to retain and guide repurchase. At this point, McDonald's mainly achieves it through the community.
Welfare group silent transaction
As an efficient channel for retaining users, enhancing stickiness, and promoting repurchase, the community can almost be said to be the standard configuration of the private domain.
Different categories and different brand characteristics have different social gameplay. So, for brands like McDonald's that have standardized products, low customer unit prices, low decision-making costs, high repurchase frequency, large number of users, and unmatched 1-to-1 conversion ROI, how do they play with the community?
First of all, we have to make it clear that not every group needs to be active, especially for welfare groups like McDonald's, the criterion for community success is the order rate. Therefore, all actions must revolve around prompting users to convert and place orders.
1. Welcome words into the group
after the user into the group, @ he told his community value, and the time of payment of benefits - from Monday to Sunday couponing; Friday has exclusive community welfare; occasional surprise at $ 0.00 .
One detail is better. I made a small Tips for users to receive coupons, so that they have a preliminary expectation of issuing coupons in the morning, middle and evening parties. At the same time, put up a poster to visualize the discounted burgers, fried chicken and other products to make users feel more rewarded.
Recommendations to consider the user's spending the time, he was at what time, what time, under what scenario will consume your product.
For example, at McDonald's, the peak consumer consumption period is usually in the morning, noon, and evening.
What to eat is a very entangled thing. When a user happens to see McDonald’s community making recommendations during a meal, and there are discounts, then he will be reminded and triggered, and the probability of eating is much greater.
Therefore, McDonald's recommends products in the group at a point in advance of the meal time, such as 8 am, 11 noon, and 5 pm every day, and is accompanied by product posters and corresponding discounts to guide the mini program to place orders.
The recommended copywriting is not insulting, concise and clear. McDonald's products are highly well-known and universal. You don’t need to do too much planting. A simple copy of the product explains the product, such as "the unique taste of sour bamboo shoots! Mellow and delicious! Let you have a bite of hot and sour addiction."
What does the user enter the welfare group for? Of course it is for discounts! The focus of copywriting is naturally placed on discounts, and users can see at a glance through expressions and numbers.
3. Limited time
I spent more than two months at McDonald communities where they found the group's activities are divided into two categories.
First, there is a fixed "free grab" event every Friday.
Every Friday at 5 pm, the McDonald’s community will launch a "free grab" time-limited event, by entering a password to grab "store coupons" to attract traffic to offline stores.
I have asked many friends around me, and they all said that this McDonald's event has helped them develop the habit of squatting in groups. In terms of cultivating user habits, it can be said to be very successful.
On the copywriting of the coupon, it is also very clear step by step. What to do in the first step and what to do in the second step, a fool-like tutorial, the user will follow along.
Why do I need to enter a password instead of clicking and receiving? My guess is that adding one more step will increase the cost of user acquisition, so as to prevent some users from finding it too easy to obtain, but not cherishing it, and increasing the probability of going to the store to write off.
The most important thing in the community is the atmosphere. Two hours before the event, that is, at 15:00, the group will start to warm up in advance, and the atmosphere will be emphasized in the form of emoji solitaire.
Second, irregular theme activities.
For example, when the product is new, it will push activities in the community, and use "new tasting new coupons" as a bait for a limited time limit to attract users to watch the live broadcast room of the video account.
Many people think that if McDonald's sends so much information in the group every day, will users block the group?
It is correct to think so, but we need to know that user blocking groups are the norm.
Because the user has consumed McDonald's before and has knowledge about it, he will not withdraw from the group, but will think about when he will eat it, so he can see if there are any discounts in the group.
Here is another small detail. In the McDonald’s group name, the three words "McDonald’s" are prepended. Why is this? WeChat has a mechanism. As long as someone posts a message in a group, the group will be put on top regardless of whether the user is blocked or not.
Therefore, McDonald's distributes benefits in the group before the peak consumption period in the morning, noon and evening, and pushes the group to the top of the WeChat homepage. In this way, there is one more contact opportunity, increased exposure, and remind users to consume.
Many people will say that McDonald’s private domain is just a robot. They don’t know why except for sending preferential information all day long. There is no human touch.
Please, what do we set up IP for? It's just that it's easier to open up the reputation and easier to be approached. The McDonald's brand is extremely powerful and has a very high national reputation, and the role of artificial IP on it is very small.
In addition, as a multinational chain brand, it pursues standardization, automation, and scale. The fewer people, the better, and the more standardized the actions, the better. Therefore, it is in its interests to use the robot "McDonald's assistant".
Small program operation refinement
As a place where small programs carry conversions and transactions in private domains, how to refine operations is the key.
Not long ago, McDonald’s applet was updated, the experience has become smoother, and the operation has become more logical.
1. The opening screen push
open the screen as the largest page traffic, is to promote their products or marketing campaigns Required.
Open the McDonald’s applet, open the screen to push the "Workplace Card Limited Time Special", and use "Carnival discount, 28 coupons without threshold" and other stimulating copywriting to guide users to purchase, thereby achieving customer lockout.
private domain emphasis is on fine stratified operation, pushing different content for users of different phases. In this regard, the homepage of the McDonald’s applet has achieved the ultimate.
If you are a new user of the McDonald’s Mini Program and have not placed an online order, the homepage will push the exclusive benefits of new members to stimulate the completion of the first purchase. If you are an old member and have already purchased a membership card, the homepage will push the preferential package in the membership card package to guide the user to use the membership rights.
3. single page
to achieve the lock off the most effective way is to let the user open membership card.
McDonald’s has set up a "OH McCain (Workplace Card)" column on the user's order page to display the preferential packages in the membership rights in advance, coupled with "available all day, once back" promotional copy, as much as possible Attract users to open a card.
after users buy coffee, will push a similar Swiss lucky coupon fission activity, each child will guide users to share with friends.
To make users willing to share fission, there are two key elements: one is beneficial to the sharer, and the other is beneficial to the shared.
For the shareee, open the lucky bag to get a coffee discount coupon (at least 40% off); for the sharer, after sharing the lucky bag, in addition to receiving the coupon, if the other party is a newcomer, it will also Can get extra rewards.
5. The members of the club
McDonald's opened a special small program interface called a member of the club. After the user clicks, he can see the current consumption points, membership card rights and interests, and guide the collection of "member exclusive coupons & weekly surprise coupons", and cultivate the habit of fixed coupon consumption.
In the private domain, through the membership system, loyal users who have purchased and recognized brands can be screened and cultivated.
Through the delivery and interaction of members' rights and interests, they will further enhance their stickiness and recognition of the brand, and finally realize a virtuous circle of common development of brand and user value.