Freshly prepared: My McDonald’s app store optimisation

McDonald’s appointed Bolser to help increase awareness and utilisation of the My McDonald’s app in the UK, through app store optimisation.

24hr

review response turnaround

4.8 stars

iOS rating (up from 3 stars)

19%

increase in downloads

“Bolser are experts in this field, and their innovative approach puts them ahead of everyone else.”
Adam Fellowes, Digital Business Manager, McDonald's
The challenge

Fast delivery of app store improvements for My McDonald’s app

McDonald’s UK challenged Bolser’s app store optimisation experts to improve the awareness and utilisation of the My McDonald’s click and collect app within a three month timescale.

What we did

Prioritised approach focused on delivering rapid results

Our first step was to conduct a comprehensive app performance audit. This revealed several issues that were artificially deflating the My McDonald's app store rating and therefore impacting on the app’s visibility and conversion rates.

With over 70,000 reviews in the app stores, McDonald's needed a way of fast-tracking developer responses to customer queries and prioritising improvements required to the app.

To address this our expert team designed and implemented a robust app review management system, using our own AI driven software, that could quickly and efficiently:

  • Analyse and categorise the customer reviews
  • Identify key issues raised by customers in the reviews

  • Request the removal of invalid reviews

  • Prioritise app improvements to maximise performance

  • Validate new feature development based on customer feedback

  • Enable a 24-hour turnround of review responses

  • Produce monthly performance reports.

During the initial 3 month trial we categorised and responded to all the 70,000 review backlog, prioritised the improvements required and removed 100’s of invalid reviews. This resulted in the star rating jumping from 3 to 4.8 stars and gave McDonald's invaluable insight into the changes required to both their systems and the app.

Following the trial, the Bolser app store team ran this program for 6 months, moderating hundreds of reviews every month, before successfully transitioning it to a fully trained internal team at McDonald's.

The app is now going from strength to strength and to date McDonald's is still the only fast food retailer that systematically responds to customer app reviews.

The results

App ratings up from 3 to 4.8 stars

Over an initial three month period we were able to have a significant impact on the visibility and utilisation of the app.

This included:

  • iOS ratings for the app increased from 3★ to 4.8★
  • 24 hour turnround on review responses
  • Daily download rates increased by 19%.

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