McThai Co, the operator of McDonald's restaurants in Thailand, has introduced a mobile app that will collect more data on customers amid increasing competition in fast food and online delivery.
"As the leading QSR (quick service restaurant), McDonald's continues to lift up our customer experience by bringing new technology, including big data and algorithms, to deliver the best product and service that meet the individual customer's needs," said Thunyachate Ekvetchavit, managing director of McThai.
Designed with a personalisation tool as part of a new marketing strategy, the app is different from previous ones that focused on mass marketing, Mr Thunyachate said.
"This will differentiate us from others in the competitive QSR landscape with a bolder and better customer experience and ensure that they enjoy our new application," he said.
The new app will collect data on customers, offer deals on menu items depending on personal preferences and provide access to the existing McDelivery service.