McDonald's has bought into NZX-listed technology company Plexure, which has had a global deal to provide the United States fast-food giant with mobile marketing technology since 2015.
As part of a new, expanded partnership between the companies, Plexure will be prohibited from providing its service to some of McDonald's competitors in the fast food industry.
McDonald's chief executive Steve Easterbrook said mobile apps were playing a key role for the business “allowing customers to interact with us on their terms in a personal, customised way”.
Plexure – “Amplifying anticipation. Redefine your customer experience and drive results through personalized mobile engagement.”