In 2023, McDonald’s turned to us for support. They needed a partner to design, build, and activate a system that could capture, measure, and grow customer value across their digital platform. We began with a lifecycle driven program to accelerate time to value. While in-app deals and rewards existed, they followed fixed structures rather than individual preferences. As a result, conversion from deal exposure to in-store purchase was low and relied heavily on discounts.

The key challenge was increasing personal relevance without adding operational complexity. Local teams could not afford slower processes, new tools, or manual effort.

Limited transaction data for many users required predictive logic to ensure consistent personalization. Running the test during a heavy campaign period also made incremental impact harder to isolate.

Our experience shows that personalization drives relevance, and relevance drives sales. All those previous insights, learnings and experiences are captured through our MatchMaker solution. McDonald’s Spain selected MatchMaker as a cost-effective, technology-agnostic, and proven solution. Teams could continue using existing tools and workflows, while MatchMaker abstracted the intelligence layer, significantly simplifying digital operations.

The approach was validated through an A/B test without changing local workflows. The control group (A) used standard offer creation and scheduling, with limited personalization and high workload. The test group (B) used the same offer pool, with MatchMaker dynamically selecting and prioritizing offers, reducing operational complexity. The test ran in two phases of two weeks: one outside a campaign period and one during a major campaign.

In the first test phase, MatchMaker delivered a +5% increase in transactions and +6.6% in sales. During the campaign period, it still achieved +0.7% in transactions and +0.6% in sales. These results, combined with lower operational complexity, led McDonald’s Spain to adopt MatchMaker as business as usual. Today, MatchMaker delivers over 1,400 unique deal trays across app user base and delivers over 12,000 EUR of additional revenue per restaurant per year.

This case shows that true personalization isn’t about more campaigns or more complexity, it’s about embedding intelligence where execution happens. For brands serious about moving beyond generic personalisation, this is where it starts.