McDonald’s: Using assessments to improve the customer experience and drive better business results
Company Size
1,000+
Region
- Europe
Country
- United Kingdom
Product
- IBM Kenexa Behavioral Assessments for Hourly Roles on Cloud
- IBM Kenexa Behavioral Assessments for Managerial Roles on Cloud
Tech Stack
- Online Recruitment System
- Realistic Job Preview (RJP)
- Situational Judgment (SJT) & Dependability Test
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Cost Savings
- Productivity Improvements
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
- Food & Beverage
Applicable Functions
- Human Resources
Use Cases
- Personnel Tracking & Monitoring
- Predictive Quality Analytics
Services
- Data Science Services
About The Customer
McDonald’s is one of the world’s leading family restaurant brands in the quick service sector. The company operates more than 1,200 restaurants across the United Kingdom, employing more than 97,000 people. McDonald’s UK has seen growth in its business and in its workforce during the past few years. In order to sustain this growth, changes needed to be made in restaurant operations, supported by more “customer confident” employees and managers who would deliver a great customer experience. To make these changes, McDonald’s needed to enhance its existing selection process for new employees with a rigorous and customer centic recruitment strategy with the goal of hiring candidates who were capable of meeting the rapidly evolving needs of the business.
The Challenge
McDonald’s UK was experiencing growth in its business and workforce. To sustain this growth, changes needed to be made in restaurant operations, supported by more “customer confident” employees and managers who would deliver a great customer experience. The company needed to enhance its existing selection process for new employees with a rigorous and customer centric recruitment strategy with the goal of hiring candidates who were capable of meeting the rapidly evolving needs of the business. The recruitment team had to find an innovative way to reduce the time recruiters and managers spent on screening and assessing unsuitable candidates. At the same time, the team had to provide a positive candidate experience to each applicant, whether they were successful or not.
The Solution
McDonald’s recruitment team selected IBM to come up with a way to solve this challenge. Together, they held 20 focus groups throughout 2013 with more than 150 top performing employees from around the UK. Feedback from the focus group revealed that many candidates did not have a comprehensive knowledge of the roles they were applying for and did not consider the impact of undertaking shift work, working in a customer-facing environment or the requirement to be able to follow procedures and work as part of a large team. As a result of what was discovered from the focus groups, consultants from IBM and McDonald’s recruitment team created the Realistic Job Preview (RJP) and Situational Judgment (SJT) & Dependability Test, and embedded them into McDonald’s Online Recruitment System. These assessments were designed to provide the candidate with a clear understanding of the expectations, culture, values and attitudes required from people in the positions of crew/customer care.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
The Kellogg Company
Kellogg keeps a close eye on its trade spend, analyzing large volumes of data and running complex simulations to predict which promotional activities will be the most effective. Kellogg needed to decrease the trade spend but its traditional relational database on premises could not keep up with the pace of demand.
Case Study
HEINEKEN Uses the Cloud to Reach 10.5 Million Consumers
For 2012 campaign, the Bond promotion, it planned to launch the campaign at the same time everywhere on the planet. That created unprecedented challenges for HEINEKEN—nowhere more so than in its technology operation. The primary digital content for the campaign was a 100-megabyte movie that had to play flawlessly for millions of viewers worldwide. After all, Bond never fails. No one was going to tolerate a technology failure that might bruise his brand.Previously, HEINEKEN had supported digital media at its outsourced datacenter. But that datacenter lacked the computing resources HEINEKEN needed, and building them—especially to support peak traffic that would total millions of simultaneous hits—would have been both time-consuming and expensive. Nor would it have provided the geographic reach that HEINEKEN needed to minimize latency worldwide.
Case Study
Energy Management System at Sugar Industry
The company wanted to use the information from the system to claim under the renewable energy certificate scheme. The benefit to the company under the renewable energy certificates is Rs 75 million a year. To enable the above, an end-to-end solution for load monitoring, consumption monitoring, online data monitoring, automatic meter data acquisition which can be exported to SAP and other applications is required.
Case Study
Coca Cola Swaziland Conco Case Study
Coco Cola Swaziland, South Africa would like to find a solution that would enable the following results: - Reduce energy consumption by 20% in one year. - Formulate a series of strategic initiatives that would enlist the commitment of corporate management and create employee awareness while helping meet departmental targets and investing in tools that assist with energy management. - Formulate a series of tactical initiatives that would optimize energy usage on the shop floor. These would include charging forklifts and running cold rooms only during off-peak periods, running the dust extractors only during working hours and basing lights and air-conditioning on someone’s presence. - Increase visibility into the factory and other processes. - Enable limited, non-intrusive control functions for certain processes.
Case Study
Temperature Monitoring for Restaurant Food Storage
When it came to implementing a solution, Mr. Nesbitt had an idea of what functionality that he wanted. Although not mandated by Health Canada, Mr. Nesbitt wanted to ensure quality control issues met the highest possible standards as part of his commitment to top-of-class food services. This wish list included an easy-to use temperature-monitoring system that could provide a visible display of the temperatures of all of his refrigerators and freezers, including historical information so that he could review the performance of his equipment. It also had to provide alert notification (but email alerts and SMS text message alerts) to alert key staff in the event that a cooling system was exceeding pre-set warning limits.
Case Study
Coca-Cola Refreshments, U.S.
Coca-Cola Refreshments owns and manages Coca-Cola branded refrigerators in retail establishments. Legacy systems were used to locate equipment information by logging onto multiple servers which took up to 8 hours to update information on 30-40 units. The company had no overall visibility into equipment status or maintenance history.
