Case Study: McDonald’s France achieves 517K web opt-ins and boosts engagement with Airship

McDonald’s France Drives 517K Opt-Ins in 3 Months

McDonald’s France, the French arm of the global fast‑food chain with over 1,400 restaurants serving roughly 46 million people weekly, wanted to turn more website visitors into online orders and repeat customers. Early one‑off web push campaigns had mixed results and engagement dropped over time, so the national marketing team looked for a more reliable way to drive conversions from mcdonalds.fr.

They implemented an automated web push program using Airship: a four‑message welcome series sent within the first hour and then on days 2, 4 and 6 (promoting the app/loyalty, new products, deals and top sellers), plus a two‑step re‑engagement flow at days 7 and 10. In three months this drove 517k opt‑ins with 96% retention, a 58% lift in first‑message performance, welcome messages becoming the top recurring revenue source, and re‑engagement messaging delivering ~10% higher engagement versus prior non‑personalized campaigns.

McDonald’s