US-based fast food producer McDonald’s is launching a technology hub in Silicon Valley in order to provide it with innovative mobile technology and to attract new digital talent, Marketing Week has reported.
The idea comes from the company’s newly appointed digital chief Atif Rafiq, whose role is to bring McDonald’s up to date in e-commerce and digital content.
“We want a presence in the heart of the tech community enabling us to attract world-class talent. Being in this epicentre will also help us establish key relationships in the digital space,” a company spokeswoman told Marketing Week.
“We are focused on how we evolve and simplify our customers’ digital experience with McDonald’s through things like mobile ordering and we are also exploring how we further engage consumers through social media and digital marketing campaigns.”
The new technology hub will include specialists from technology and internet companies including Yahoo, Microsoft, Paypal and AOL.