Why McDonald’s is using agencies and consultancies to drive digital innovation

McDonald’s is in the midst of overhauling its business, and that overhaul has technology at its heart. Every one of its analyst calls is packed with updates on what digital changes the fast food chain has been implementing, from mobile ordering apps and in-store touchscreen kiosks to home delivery.
The company unveiled the next round of changes earlier this week by appointing global consultancies Capgemini and Publicis.Sapient to look after its digital overhaul. The aim, it says, is to acc