The document discusses the key ingredients for innovation including focusing on users, thinking big, sharing information, building the right team, and translating customer data into actionable insights. It provides examples of how McDonald's has innovated over time from 1955 to today by leveraging new products, restaurants, customer data, marketing automation through multiple channels, and their mobile app. The document advocates testing new ideas, adapting to change, and creating new experiences for customers through innovation.

1. Iraiz Shibata Herver
Digital & Engagement Manager
Div. Norte de Latinoamérica
Arcos Dorados
Iraiz.Shibata@mx.mcd.com
@IshaaHerver
Los ingredientes para la innovación

2. Innovate
1. Make changes in something established, especially by introducing new
methods, ideas or products.
2. To make changes: do something in a new way.
Innovation
1. The process of translating an idea or invention into a good or service
that creates value.
Source: Business Dictionary: http://www.businessdictionary.com/definition/innovation.html
Merriam-Webster: https://www.merriam-webster.com/dictionary/innovate

3. Focus on the user and all else will follow
Think 10x
Innovation comes from everywhere
Share everything you can
Build the right team
Source: Google: Culture of innovation
Principios de Innovación de Google

4. McDonald´s: 1955

5. Data Human Insights RightTactics Incremental Guest Counts
but also
Extraordinary Experiences
& Delicious Moments for customers
Core and
new products
McDonald´s: 2018 New Key Ingredients
More
restaurants

6. “El número de internautas (77.8M) ya alcanza el 63% de la población mexicana
pasando más de +7 horas al día conectados siendo mobile el principal dispositivo
con un 77% de penetración de smartphones y considerando que
cada usuario revisa el móvil 214 veces al día” [México]
There is more customer data available than ever
Data is the
New Bacon

7. Marketing Automation
Engaging customers through
multiple channels.
Knowing Who BoughtWhat?

8. McDonald´s App is now active in
17 countries.
App Ranking
Between the Top 5 of Food & Drinks
category
Source: appannie.com
Marketing Automation:
McDonald’s App
Use of data and technology will
enable us to create relevant
connections with our customers

9. “Why is a good insight like a refrigerator?
Because the moment you look into it, a light comes on”
Jeremy Bullmore
Human
Insights
seasoning
the brand

10. Based on what they
like to buy
Based on what they
need to know
Source: https://www.thinkwithgoogle.com/marketing-resources/micro-moments/4-new-moments-every-marketer-should-know/amp/
Translating
customer data
into actionable
information to
strengthen our
brand

11. Social
Listening:
McLove Is
in the Air
Valentine´s Day: Feb 14th
FACT: You´re capable of doing unthinkable things for love

12. Social
Listening:
McLove Is
in the Air
Valentine´s Day: Feb 14th

13. “It is common sense to take a method and try it.
If it fails, admit it frankly and try another.
But above all, try something.”
Franklin D. Roosevelt
Right tactics for
feel-good
moments

14. First,
surprise…
Then, create new
engaging experiences

15. And take digital even
further…
Digital Menu
Boards

16. “It is not the strongest of the species that survive,
nor the most intelligent.
It is the one that is most adaptable to change”
Charles Darwin
Welcome to a new
era of marketing
automation through
innovation

18. Iraiz Shibata Herver
Digital & Engagement Manager
Div. Norte de Latinoamérica
Arcos Dorados
@IshaaHerver
Iraiz.Shibata@mx.mcd.com