By Gavriel Shohet, RTN staff writer - 8.12.2025
McDonald’s is undertaking a multi-year transformation aimed at improving the customer experience, strengthening loyalty engagement, and modernizing how its restaurants operate. Speaking on the company’s second-quarter earnings call, CEO Chris Kempczinski outlined how technology is becoming central to these efforts, shaping both front-of-house and back-of-house processes.
A large part of this transformation centers on McDonald’s partnership with Google Cloud to bring edge computing into its restaurants. The company has already deployed the system in hundreds of U.S. locations, with international markets now coming online. By processing data locally rather than sending everything to a central data center, the new infrastructure enables faster decision-making and more responsive operations. One example is the “Ready on Arrival” program, which uses geofencing to signal kitchen staff when a mobile customer is approaching. This allows orders to be prepared at precisely the right moment, reducing wait times for pickup by more than half in U.S. pilot locations. The program is being rolled out across the company’s top markets.
Digital engagement is another major area of focus. McDonald’s set a target in 2023 to reach 250 million 90-day active loyalty users by the end of 2027. The company has already reached more than 185 million loyalty members across 60 markets. Loyalty customers have been shown to visit more frequently, with U.S. members averaging 26 visits in the year after joining compared to 10.5 visits before. This increase in repeat visits underscores the potential of well-integrated loyalty programs to drive sustained revenue growth, particularly when combined with personalized offers and promotions delivered through the McDonald’s app.
Behind the scenes, McDonald’s is replacing hundreds of legacy technology systems with standardized global platforms. These include a new finance system, a modern human capital management system, and IoT-based equipment monitoring tools. The IoT technology provides early alerts about maintenance needs, enabling preventive servicing and reducing downtime. Standardized systems also make it easier to train and onboard employees, improve data accuracy, and ensure that operational practices are consistent across markets.
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The company’s second-quarter financial results suggest these initiatives are contributing to steady performance gains. Net income for the quarter ended June 30 was $2.25 billion, up 11 percent from the same period last year, while revenues rose 5 percent to $6.84 billion. Comparable restaurant sales grew by 3.8 percent globally. While these gains reflect a variety of factors, the ongoing investment in technology is playing a role in improving efficiency, customer satisfaction and sales.
In the broader quick-service restaurant industry, McDonald’s is not alone in making large-scale digital investments. Competitors including Burger King, Wendy’s, and KFC are all expanding mobile ordering capabilities, experimenting with AI-driven personalization, and investing in kitchen automation. What distinguishes McDonald’s is its ability to apply these initiatives across a vast global network while maintaining a balance between standardization and market-specific adaptation.
For other restaurant operators, the company’s approach illustrates the growing importance of integrating technology across the entire value chain. Efforts that link guest-facing digital channels with operational systems in the kitchen and supply chain can yield measurable benefits in speed, consistency, and customer engagement. McDonald’s progress also highlights the importance of a phased, scalable approach—deploying technology in select markets, measuring the results, and refining the model before rolling out more broadly.
As the QSR sector becomes more competitive and customer expectations for speed, convenience, and personalization continue to rise, the ability to leverage technology effectively will be a key determinant of long-term performance. McDonald’s current trajectory suggests it views these investments not as one-off projects, but as part of an ongoing evolution in how it operates and serves its customers. This long-term perspective, combined with the resources to execute on a global scale, will likely shape how the brand competes in the years ahead.
