Case Study: McDonald’s achieves safer, higher-satisfaction customer experiences with Service Management Group (SMG)

McDonald’s improves the customer experience by implementing enhanced health + safety measures

McDonald’s faced new customer expectations and safety concerns when dining rooms closed at the start of the COVID-19 pandemic. To understand evolving guest comfort levels, McDonald’s partnered with Service Management Group (SMG), leveraging SMG’s text analytics and weekly location-level reporting to surface and track customer comments about PPE, masks and gloves.

Service Management Group (SMG) used those insights to identify hot‑spot locations, secure PPE ahead of CDC guidance, update company‑wide policies requiring correct mask and glove use, and monitor compliance. As a result, McDonald’s reduced customer mentions citing PPE concerns by 16 percentage points and achieved a 6 percentage point increase in overall satisfaction among customers who referenced masks being used properly.

McDonald’s