Research Proposal: McDonald's Digital Transformation Analysis

This research proposal examines the impact of digital transformation on McDonald's operations and customer experience. The study begins with an executive summary and table of contents, followed by an introduction outlining the background, aim, objectives, research questions, and rationa...Read More

Research Proposal

EXECUTIVE SUMMARY
The report is based on analysing impact of digital transformation on functions of
McDonald's, one of the leading food service organisation across the globe. The research is based
on collecting primary and secondary information of title in order to develop critical
understanding of research. Thus, the study will be outlining discussion on primary collected data
for making valid recommendation.

TABLE OF CONTENTS
EXECUTIVE SUMMARY ............................................................................................................2
PART 1............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Background of the research....................................................................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
Research Questions................................................................................................................1
Rationale ................................................................................................................................2
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................5
Research design......................................................................................................................5
Research philosophy...............................................................................................................6
Research approach..................................................................................................................6
Data Collection.......................................................................................................................6
Research limitations...............................................................................................................7
Sampling.................................................................................................................................7
TIMELINE.......................................................................................................................................7
PART 2............................................................................................................................................8
INTRODUCTION...........................................................................................................................1
Background of study...............................................................................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
METHODOLOGY..........................................................................................................................1
FINDINGS.......................................................................................................................................2
DISCUSSION................................................................................................................................10
CONCLUSION..............................................................................................................................12
APPENDIX....................................................................................................................................14
REFERENCES..............................................................................................................................16

PART 1
TITLE
To analyse various different stages adopted by McDonald's for digital transformation and its
impact on customers
INTRODUCTION
Background of the research
Digital technology is considered as an integration of bringing technology in areas and
operations of an organisation to maximize the productivity of firm. Also, it can be classified as a
way of involving the processing of operations and services in a way that it can result in an
increased rate of functions and factors involved (McDonald, 2015). Although, there are
enormous number of challenges in involving the transformation of the processes from manual to
digital but, it can actually help McDonald's in an increased rate of popularity as well as
productivity. As the involvement of digital technology can prove helpful enough for the
company because they can be able to gain a higher operate ability rate, the same way it can be
considered as an important way to attract customers to a high extent.
Aim
To analyse various different stages adopted by McDonald's for digital transformation and
its impact on customers
Objectives
 To analyse various stages of digital transformation.
 To analyse the challenges of involving digital technology in McDonald’s.
 To determine the impact of digital transformation on the customers of McDonald’s.
 To recommend ways of analysing the stages of digital transformation.
Research Questions
Q1. What are the different stages of digital transformation?
Q2. What are the challenges associated with the involvement of digital technology in
McDonald’s?
Q3. What is the influence of digital transformation on the customers of McDonald’s?

Rationale
The topic, “To analyse various different stages adopted by McDonald's for digital
transformation and its impact on customers” has been chosen because since a few months, it has
been observed that the average productivity rate of McDonald’s has been decreased and the
reason has been associated as the fact that they are still making use of manual processing in some
operations. So, it acts as a time consuming process. Digital technology and transformation can
help McDonald's in maintaining the competitiveness in the market place. The customers have to
waste their huge amount of time as well which is very disappointing for them. Therefore, there is
a need of digital transformation in McDonald's so that the company can again become able
enough to attract the customers, which will also help them in an increased rate of productivity.
LITERATURE REVIEW
Various stages of digital transformation
Digital transformation- Digital transformation is the integration of digital technology
into all area of business. Digital transformation is different look of every company they define to
do changes in fundamental area of business. Digital transformation helps in operating the
business and deliver value to customers. The ways businesses need to adjust their existing
practise. Digital transformation is reworking of the product and strategies with in company by
levering current technologies. In contrast, new investment in technology and process to drive
new value for customers and employees to effectively complete in an event changing digital
technology.
There are following stages of digital transformation:
 Business as usual- Organization provides familiar environment for customers and
employees as well as they start business as usual. They try to include new techniques and
new technologies in business.
 Present and Active- Digital transformation is improved present activities and touch
points of business. They active all new digital technologies and creativity of business
(Skilton, 2016).
 Formalized- They support for new resource and technology, they define business to
proper formalization and introduces with new technology.

 Strategic- Organization include strategic decision for business they decide to make new
strategies which affect to improve planning for digital transformation ownership, efforts
and investment.
 Converged- A dedicated digital transformation team forms guide business who based on
strategy and customers related goals. The infrastructure organization take shapes as roles,
expertise, models, processes and system which support transformation.
 Innovative and Adaptive- A digital transformation is way of business change executives
and strategies recognize that change is constant. New system identifying what new
technologies are effect to ecosystem and market trend.
Benefits of digital transformation
Digital transformation is beneficial in many fields like study, business, retails business
etc. for example digital transformation is used in McDonald they provide service via digital
media, McDonald also provide facility to customers to having app in mobile and placed order
where in city (Kane, Palmer and Kiron, 2015). From digital transformation they identity location
of store. Digital technologies change environment of organizations. The organizations also
provide new feature in the digital technology. Digital technology creates new opportunities to
work differently and working differently creates new opportunities to infuse technology into the
work.
Advantages of digital transformation
 Improved Customer Acquisition and Retention- Organization provides the customers to
online service so there no chance for losing customers easily because the organization
interact customers continuously. Digital transformation allows to organization to tap
larger online market and delivering additional values for existing customers.
 Extended Global Reach- Companies provide an exact location about the customers and
tracking IP address of customer's.
 Increased Sales and Overall Profitability- Digital transformation increase 26 percent
sale more profitable to average industry competitors. Digital marketing understands the
customer behaviour and more accurate targeting of product and services. Enhanced Customer Experience- Digital transformation provides a better rate of
experience to the customers to maintain their various areas of growth. Companies
understand the need of digital transformation.

Challenges of involving digital technology in McDonald’s
There can be various factors and challenges that McDonald's have to face after the
involvement of digital technology. Some very well-known and common examples of this can be
considered as the fact that it is obvious enough that when they will involve the digital technology
in their firms, the employees must not be aware of the ways of using it. So, this can be termed as
time consuming as well. Also, this can for that time affect the processing and speed of the
operations. Although after the successful implementation of the digital technology, there is a
possibility that McDonald’s will receive higher rate of outputs but the implementation cost of the
digital technology is costly. It is because while they will implement the digital technology and its
different aspects, there will be various gadgets and technologies to be involved and that can seem
costly enough. So, this can be classified as one of the challenging factors that McDonald's may
have to face. Also, the employees should cooperate with the management.
The management should provide proper training and orientation to the employees
regarding the use of digital technology because they must not be aware of using and
implementing it (Skilton, 2016). Maintaining the privacy concerns and features is also equally
important. In the initial phases, the employees must not be aware of securing the data and
information, so the management should cooperate with them as they will also take some time to
learn it. So, these can be considered as the challenging measures. If the employees take much
time in understanding the use of digital technology, there might be the possibility that they will
result in a slower processing. It will further disappoint the customers to a huge extent. So, these
can be considered as the challenges that McDonald’s may have to face during the involvement of
digital technology in their processing of the operations and services.
Impact of digital transformation on the customers of McDonald’s
Digital transformation in McDonald’s can prove much beneficial for the company as well
as for the customers. It is because when they will include the use of digital technology and
replace the manual processes by the same, then there will be a possibility that their overall
processing rate will increase to an extent. When the operations will be performed at a much
faster rate, it is obvious that in a short span of time, they can become able enough to achieve all
the targets and goals. When they will be able to deliver the products and services at a faster rate,
the customers will get happy and it is obvious. No customer wants to wait in queue for receiving
the orders etc. So, transformation of digital technology and replacing the manual one with the

same can actually prove helpful enough in getting their orders, processing and delivery to the
customers at a much faster rate. Technology can be used by McDonald’s in various creative
ways (Kane, Palmer and Kiron, 2015). McDonald's have developed an application for satisfying
and easing the requirements of the customers.
By means of the application, the customers can easily order the items and there in
McDonald’s, a notification will pop out that there is an order. It can be considered as a very
effective way because by such means, the customers can very conveniently order anything they
want and it will reach their door step as well. They do not have to wait and stand in large queues
for getting their orders. So, this feature can help in providing a higher rate of satisfaction to the
customers. Also, it will help in maximizing the overall rate of popularity as well as productivity
of McDonald’s. Also, on the application, on the home page itself, McDonald’s can ensure to put
all the offers and discounts. Also, they can pop up the notification feature so that on entering
every single discount or offer, the customers who have developed the application can get pop ups
and notifications so that they can get to know about it. This will help the customers to stay aware
of all the offers and deals. Therefore, it can be considered that involvement of these ways and
means as a source of digital technology can help McDonald's in an increased rate of operations
and in overall processing so that they can be able enough to maintain their competitiveness in the
market and also can get a satisfied rate of the customers.
RESEARCH METHODOLOGY
Research is considered as a way of searching all the information in a systematic way that
it can be used in order to make the quality of the research more appropriate. Research
methodology is classified as a theoretical framework which involves various different aspects
and that are discussed as below:
Research design
Research design is considered as a strategy that helps in making the integration of the
research in a better and coherent manner. It can be further classified in various types and some
well-known examples of this involves descriptive, experimental, semi experimental, review etc.
The descriptive design considers the objectives of the case study or also, it can be associated
with the realistic ones. In case of co relational, it deals with the observational researches. In this

research, the researcher will make use of the descriptive one because it can help in analysing the
influence of digital technology in the business objectives of McDonald's.
Research philosophy
Research philosophy is considered as a belief about the way that helps in providing a way
in which the information should be collected and then being used as well. There are various
types of research philosophies and these involve positivism, realism, interpritivism, axiology etc.
In this research, the researcher will make use of positivism because it can help in providing a
better analysis of the impact of digital technology in McDonald’s and its impact on the customer
rate as well.
Research approach
Research approach is considered as a way that helps in making the research more
appropriate and effective (Gonzales, 2016). There are two ways in which research approach can
be classified and these involve the qualitative approach and the quantitative one. The qualitative
approach deals with the theoretical frameworks that can be used in the research and the
quantitative one deals with the statistical framework. In this research, the researcher uses the
qualitative approach because this can easily help the researcher in analysing the impact of digital
transformation in McDonald’s and its effect the customers.
Data Collection
Data collection is classified as a way of gathering the data and the information in an
effective way. It can be done by two ways, either by the primary method or by the secondary
one. Primary collection of information is termed as that way in which the information is being
gathered for the first time and it can be collected from means like focused groups, surveys,
interviews and interviews (Bruce and Chiu, 2015). Secondary data is the gathering of data that
has already been achieved by some external person, but that collected information can be further
used by the researcher. Different sources from where the secondary data can be collected
involves online, books, journals etc. In this research, the researcher will make use of the primary
data as from interviews they will collect all the data. From the means of questionnaire, the
researcher will collect the data from the samples taken.

Research limitations
Research limitations is considered as the factors that barred the researcher to maintain an
effective quality of the research. Like if in case, the time for the research gets extended by the
researcher so that the whole researcher can get more effectiveness and will be performed in an
appropriate manner, there they should consider the fact that along with the time, there might be
the requirement of various other resources as well such as cost etc. And if at that time, there will
be less cost available, then it might affect the whole quality of the research because this will then
have considered as a challenge or barrier (Austen, Parkin and Irwin, 2016). So, it is important
that the researcher completes the research in the specified deadline only so that any of such
factors do not act as challenging one for the research and also, it might not affect the quality of
the research.
Sampling
Sampling is considered as way of collecting random samples from a large population.
There are various types in which sampling can be classified and these involve cluster sampling,
stratified sampling, simple random sampling and systematic sampling. In case of the simple
random sampling, samples are collected from random people and then data can be asked from
them. In case of the cluster sampling, samples are taken in the form of clusters and then
questions are asked for the same. In this research, the researcher will use systematic sampling
because it can help them to analyse the effectiveness of digital technology in the business
objectives of McDonald’s.
TIMELINE
Basis Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Inspection
of the issue
Implementi
ng the aim
Implementa
tion of the

objectives
Gathering
data and
information
Execution
of
Research
methodolog
y
Collecting
the
qualitative
data
Evaluating
collected
data and
information
Conclusion

RESEARCH PROJECT PART 2
– IMPLEMENTING THE
PROPOSAL

EXECUTIVE SUMMARY
The report is based on analysing impact of digital transformation on functions of
McDonald's, one of the leading food service organisation across the globe. The research is based
on collecting primary and secondary information of title in order to develop critical
understanding of research. Thus, the study will be outlining discussion on primary collected data
for making valid recommendation.

TABLE OF CONTENTS
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................1
Background of study...............................................................................................................1
Aim.........................................................................................................................................1
Objectives...............................................................................................................................1
METHODOLOGY..........................................................................................................................1
FINDINGS.......................................................................................................................................2
DISCUSSION................................................................................................................................10
CONCLUSION..............................................................................................................................12
REFLECTION...............................................................................................................................13
APPENDIX....................................................................................................................................14

INTRODUCTION
Background of study
Digital technology has revolutionised business world by increasing growth opportunities.
It is the transformation which is assisting organisation in managing systematic functioning of
business operations. In accordance with digitalisation, it has been analysed that most of the food
service organisation are digitalising their function by implementing transparent kitchen
management where consumer order is directly displayed on screen in kitchen which reduced the
risk of communication (Dengler, 2016). Further, digitisation of menu has reduced the cost of
making alteration in menu. Thus, it can be said that digital technology has update business trends
by enabling systemic management of organisational functions.
Aim
To analyse various different stages adopted by McDonald's for digital transformation and
its impact on customers
Objectives
 To analyse various stages of digital transformation.
 To analyse the challenges of involving digital technology in McDonald’s.
 To determine the impact of digital transformation on the customers of McDonald’s.
 To recommend ways of analysing the stages of digital transformation.
METHODOLOGY
Research deign: There are various types of research design that is semi experimental,
exploratory, experimental, descriptive among which researcher has chosen descriptive study
design because it helps in analysing characteristics of a population which is sampled for study
(Kumar, 2014).
Research Philosophy: There are various types of philosophy which are implemented to
make study empirical and reasonable. Such as positivism, interpretivism, realism etc. Thus, in
study on impact of digital technology the scholar has implemented use of positivism philosophy
because it helps in relating properties and relations logically (Ormerod and Ulrich, 2013).
Research approach: It is the plan of entire study on the basis of which researcher carry
out entire study. The nature of study is subjective ad therefore researcher has implemented use of
qualitative approach which assisted the researcher in outlining theoretical concepts of study.
1

Sampling: There are different methods of sampling such as, cluster, random, stratified,
systematic, probable etc. (Hogg, 2010) However, in this study the scholar has used systematic
sampling method which is kind of probability method where researcher sample members from a
larger population as per random starting point and a fixed, periodic interval. The sampled
respondents are 23 potential consumers of McDonald's.
Data collection: There are two data collection method that is primary and secondary
where primary is based on current facts and findings where secondary is based on pats collected
information (Rubin and Babbie, 2016). Thus, in this study the scholar will analyse both types of
information where primary data will be collected through interview and secondary via online,
books, journals, articles etc. However, on the basis of sampled respondents the researcher will
frame 23 questionnaires for each participant with same questions.
Data analysis: There are two method of analysing data that is qualitative and qualitative.
However, in this study the researcher has implemented both the types of method that is 2
questions of questionnaire will be based on qualitative analysis and 8 questions will be based on
quantitative analysis. Further, response of 23 participants will be analysed on the basis of
common themes which help in deriving significant difference in opinion of 23 potential
consumers of McDonald's
Ethical consideration: Adhering to ethics is the key concern of scholar because it helps
in making research viable and reliable. Thus, when collecting data, the researcher ensured that no
customer is forced to share their confidential information. Apart from this the scholar cited and
referenced the study to make its considerable for further researches on impact of digital
technology.
Cost: Cost of research includes expenses such as, travelling, stationary, refreshments,
permission and fees for seeking information from private articles.
Research limitation: Limitation of research are availability of resources, consumer
response and time constraints.
RESULTS AND FINDINGS
Questionnaire
Name
2

Age
Gender
1. Do you agree digital technology has impacted functioning of Mc Donald's?
 Agree
 Neutral
 Disagree
2. What according to you are the key changes of Digital Transformation?
 Order management
 Kitchen management
 Menu management
3. How often do you prefer eating at Mc Donald’s?
 Every time
 Sometimes
 Rarely
4. Do you agree digital transformation is assisting McDonald's in managing growth and
development?
 Agree
 Neutral
 Disagree
5. Do you agree there is a relationship between digital technology and consumer satisfaction?
 Agree
 Neutral
 Disagree
6. Do you agree digital transformation has made easy kitchen management for organisation?
 Agree
 Neutral
 Disagree
7. Are you satisfied with digital order management of McDonald's
 Yes
 May be
 No
3

8. What according to you is the advancement of digitalising food service management?
 Transparent Kitchen management
 lean management
 Order management
9. Are you satisfied with the digital menu display of Mc Donald's?
 Yes
 May be
 No
10. What according to you can be changed in services of McDonald's?
 Self service
 Take away ordering management
 Digital menu management from customer table
1.
Statistics
Impacted functioning of Macd
N Valid 20
Missing 0
Mean 1.8500
Median 2.0000
Mode 1.00
Std. Deviation .87509
Variance .766
Impacted functioning of Macd
Frequency Percent Valid Percent Cumulative Percent
Valid
1.00 9 45.0 45.0 45.0
2.00 5 25.0 25.0 70.0
3.00 6 30.0 30.0 100.0
Total 20 100.0 100.0
4

Statistics
Key changes of Digital
Transformatio
N Valid 20
Missing 0
Mean 1.9000
Median 2.0000
Mode 2.00
Std. Deviation .78807
Variance .621
Key changes of Digital Transformatio
Frequency Percent Valid Percent Cumulative Percent
Valid
1.00 7 35.0 35.0 35.0
2.00 8 40.0 40.0 75.0
3.00 5 25.0 25.0 100.0
Total 20 100.0 100.0
5

3.
Statistics
Prefer eating at McD
N Valid 20
Missing 0
Mean 1.5000
Median 1.0000
Mode 1.00
Std. Deviation .68825
6

Variance .474
Prefer eating at McD
Frequency Percent Valid Percent Cumulative Percent
Vali
d
1.00 12 60.0 60.0 60.0
2.00 6 30.0 30.0 90.0
3.00 2 10.0 10.0 100.0
Total 20 100.0 100.0
4.
Statistics
Digital transformation managing
Growth and development
N Valid 20
Missing 0
Mean 1.6000
7

Median 1.0000
Mode 1.00
Std. Deviation .75394
Variance .568
Digital transformation managing Growth and development
Frequency Percent Valid Percent Cumulative Percent
Valid
1.00 11 55.0 55.0 55.0
2.00 6 30.0 30.0 85.0
3.00 3 15.0 15.0 100.0
Total 20 100.0 100.0
5.
Statistics
8

Relationship between digital
technology and consumer
satisfaction
N Valid 20
Missing 0
Mean 1.5000
Median 1.0000
Mode 1.00
Std. Deviation .76089
Variance .579
Relationship between digital technology and consumer satisfaction
Frequency Percent Valid Percent Cumulative Percent
Vali
d
1.00 13 65.0 65.0 65.0
2.00 4 20.0 20.0 85.0
3.00 3 15.0 15.0 100.0
Total 20 100.0 100.0
9

6.
Statistics
Digitalisation has made easy
kitchen management for
organisation
N Valid 20
Missing 0
Mean 1.8000
Median 2.0000
Mode 1.00
Std. Deviation .83351
Variance .695
Digitalisation has made easy kitchen management for organisation
Frequency Percent Valid Percent Cumulative Percent
Va
lid
1.00 9 45.0 45.0 45.0
2.00 6 30.0 30.0 75.0
3.00 5 25.0 25.0 100.0
Total 20 100.0 100.0
10

7.
Statistics
Advancement of digitalising food
service management
N Valid 20
Missing 0
Mean 2.0000
Median 2.0000
Mode 1
Std. Deviation .85840
Variance .737
Advancement of digitalising food service management
Frequency Percent Valid Percent Cumulative Percent
11

Val
id
1.00 7 35.0 35.0 35.0
2.00 6 30.0 30.0 65.0
3.00 7 35.0 35.0 100.0
Total 20 100.0 100.0
8.
Statistics
Digital menu display of McD
N Valid 20
Missing 0
Mean 1.6000
Median 1.0000
Mode 1.00
Std.
Deviation .75394
12

Variance .568
Digital menu display of McD
Frequency Percent Valid Percent Cumulative Percent
V
ali
d
1.00 11 55.0 55.0 55.0
2.00 6 30.0 30.0 85.0
3.00 3 15.0 15.0 100.0
Total 20 100.0 100.0
9.
Are you satisfied with the digital menu display of Mc Donald's? Frequency
13

Yes 12
May be 7
No 4
10.
What according to you can be changed in services of McDonald's? Frequency
Self service 5
Take away ordering management 10
Digital menu management from customer table 8
14
Yes May be No
0
2
4
6
8
10
12
14
12
7
4
Frequency

DISCUSSION
Theme 1: Yes, respondents agree that digital technology impacts functioning of Mc Donald's
As per theme 1, it has been analysed that standard deviation is 0.87 which is below 1
which represents that participants in interview agree that is a significant relationship between
digital technology and functioning of McDonald's (Sobh and Perry, 2016). From the analysis, it
has been determined that technological advancement has established easy and systematic
management of food services.
15
Self service
Take away ordering management
Digital menu management from customer table
0 2 4 6 8 10 12
5
10
8
Frequency

Theme 2: Kitchen management is the key changes of Digital Transformation
According to theme 2, it has been analysed that the views of participants over three given
option states kitchen management is the key change of digital transformation which has
revolutionized the functions of McDonald's. Further, form the analysis it has been analysed that
standard deviation is .788 which represents the effectiveness of digitalising kitchen with regard
to consumer acceptance.
Theme 3: Consumer prefer eating at McDonald's
According to theme 3, it has been evaluated that majority of consumers prefer eating at
McDonald's because it offers easy and fast food services. Further, as per the analysis it has been
analysed that the consumer believe that effectiveness food restaurant lies in its digital order
management and transparent kitchen system which helps in serving consumer satisfaction (Bang,
2017).
Theme 4: Respondents agree, that digital transformation is assisting McDonald's in managing
growth and development.
According to theme 4, it has been outlined that digital transformation has boomed the
business world and according to majority of consumers it is effective for firm's growth and
development as it is assisting organisation in systematic management of consumer services.
Further, from the standard deviation which is 0.75, it has been identified that digital technology
has significant relationship between growth and development of food organisation (Huvila and
Huggett, 2018).
Theme 5: Yes, there is relationship between digital technology and consumer satisfaction
According to theme 5, it has been identified that majority of participants agree that there
is a relationship between technological advancement and consumer satisfaction because it helps
consumers and firm in easy interaction. Further, from the analysis, it has bee derived that digital
transformation of McDonald is the source which is assisting firm in managing consumer order
without miscommunication and confusion.
Theme 6: Digital transformation has made easy kitchen management for organisation
According to theme 6, it has been identified that digital transformation has made kitchen
management simpler because with manual management of order there used to be confusion in
conveying which led to consumer dissatisfaction. However, display of consumer order in
sequence directly to kitchen team has reduced the need of communication and manual recording
16

of information (Enhuber, 2015). The standard deviation is exactly 1 which represents that digital
advancement has improved kitchen system but on the other hand it is important for the firm to
make order processing directly by consumer which will make services management systematic
for even customers.
Theme 7: Yes, respondent was positive about digital order management of organisation.
According to theme 7, it has been analysed that as per participant’s digital order
management is the source which is helping McDonald's is responding fast to consumer orders.
Further, it is the process which has reduced the chances of confusion.
Theme 8: Transparent kitchen system and order management is advancement of digitalising food
service management.
As per theme 8, it has been analysed that digital order management and kitchen is the
most effective implementation of McDonald's which has assisted the firm in gaining trust of
buyers and serving satisfaction (Jinbang and Rihong, 2010). The standard deviation is 0.75
which represents effectiveness of digitalising food service management with regard to
consumers.
Theme 9: Yes, consumers are satisfied with the digital menu display of Mc Donald's
As per theme 9, it has been analysed that digitalisation of menu system by Mc Donald's is
the biggest advantage of the firm because it is the technique which is assisting firm in managing
customer satisfaction. According to majority of consumer, it has been identified that it is system
which helps them in segregating food like, burger, beverages, vegetarian, non-vegetarian etc.
Further, as per the views of consumer it has been discovered that it is the system which make
easy of the buyers to make choices because it is clearly and is available on one screen (Dengler,
2016). However, according to 6 respondents it is a cost effective system but is time consuming
because there is situation where customer stands in queue just to give order.
Theme 10: Take away order management can be changed in services of McDonald's
According to theme 10, it has been discovered that there are various recommendation and
changes which can be made in services of McDonald's in order to set improvement such as,
changes services providing system because McDonald's offers self-services which sometime is
time consuming and hamper consumer satisfaction. Apparently, as per majority of consumer, it
has been identified that it is necessary for the consumer to change take away order management
because this leads to waste of time which hampering firm take away facility. It is the procedure
17

where the consumer is allowed to take away food from outside of the outlet but still have to wait
for the order to get ready after reaching location. Thus, as per this, it can be recommended that
the take away facility needs to be digitalised where customer gets access of order food online and
picking from outlet.
CONCLUSION
The report summarized about the impact of different stages adopted by McDonald's for
digital transformation and its impact on customers. The researcher implemented use of both the
type of analysis that is qualitative and quantitative to derive consumer views of digitalised
services of Mc Donald's. From the study, it can be concluded that advancement has assisted in
setting effective management of food services in restaurant business.
Thus, in accordance to overall investigation, it can be said that there are different research
methods which can be used to make research effective such as implementation of stratified
sampling, inductive and deductive approach.
RECOMMENDATION
In accordance with entire study various recommendation can be made deriving
influence of digital technology on functions of McDonald's which are as follows:
 The firm should enable online order management for improvising its
take away services.
 McDonald's should focus on digitalising menu and order system on
restaurant table in order to make order management convenient for
customers.
REFLECTION
Research project is tool which helps the scholar in increasing ability to investigate
different topic and recording their details. In this the study my focus was on collecting
information and developing knowledge over different aspect of digital technology which has
created boom in the world of business. From the study, analysed that it is important for the
people to explore different aspect of topic in order to develop critical understanding over
research topic. Further, from the study, I learned about effective of systematic sampling method
18

which is similar to probability sampling method where small population is chosen from larger
population from a random starting point and a fixed, periodic interval.
In accordance to used research methodology I would like to concluded by stating that
methodological tools and techniques offers different types of research strategy to scholar which
is according to tittle of study. However, from this research, the scholar can also make use of
exploratory research design which assist the researcher in exploring knowledge over one selected
topic. This helps in making in-depth knowledge over information and views of scholar and
respondents.
In my opinion, the best learning part of study was discussion and analysis where I was
focused on analysing views of different sampled participants which helped me to understand
impact of digital transformation on services of McDonald's. Apart from this, I learned about
methodological tools which can be beneficial for different types of studies such as research
approach, design, collection technique etc. Further, in my opinion gathering and discussion
different views of scholar helped me in deriving various aspects of research topic which is
effective for academic purpose.
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APPENDIX
Questionnaire
Name
Age
Gender
1. Do you agree digital technology has impacted functioning of Mc Donald's?
 Agree
 Neutral
 Disagree
2. What according to you are the key changes of Digital Transformation?
 Order management
 Kitchen management
 Menu management
3. How often do you prefer eating at Mc Donald's ?
 Every time
 Sometimes
 Rarely
4. Do you agree digital transformation is assisting McDonald's in managing growth and
development?
 Agree
 Neutral
 Disagree
5. Do you agree there is a relationship between digital technology and consumer satisfaction?
 Agree
 Neutral
 Disagree
6. Do you agree digital transformation has made easy kitchen management for organisation?
 Agree
 Neutral
 Disagree
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7. Are you satisfied with digital order management of McDonald's
 Yes
 May be
 No
8. What according to you is the advancement of digitalising food service management?
 Transparent Kitchen management
 lean management
 Order management
9. Are you satisfied with the digital menu display of Mc Donald's?
 Yes
 May be
 No
10. What according to you can be changed in services of McDonald's?
 Self service
 Take away ordering management
 Digital menu management from customer table
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