How McDonald's is using digital to tackle 'big hairy business issues'

As an “unashamedly” mass market brand, McDonald’s is less interested in using digital for pin-point targeting but instead to tackle “big hairy business issues” ranging from improving consumer trust around where its food comes from to the addressing the "recent media swirl" around staff strikes. 
According to Emily Somers, the fast-food chain’s UK vice-president of marketing and food development, in the past year alone the firm has incr