With 45,000 communities, the community membership rate is as high as 92%, McDonald's private domain operation disassembly

Editor's Introduction: KFC and McDonald's, the leading brands in foreign fast food, have begun to deploy digitalization and private domain operations very early. The construction of McDonald's private domain is often used by the industry to analyze the case of "textbook -style". The author of this article dismantled McDonald's private domain operation, let's take a look.

As the two brands leading in foreign fast food, KFC and McDonald's, they have begun to deploy digitalization and private domain operations very early.

We have previously analyzed KFC's private domain gameplay. In fact, McDonald's private domain did not hesitate. Even McDonald's private domain construction is often used by the industry to analyze "textbook -style" cases.

As of now, McDonald's China has more than 200 million members, nearly 45,000 communities, and 92%of the communities are members.

Here is how the private domain of McDonald's private domain will be dismantled.

01 Case background

1. Introduction to the case

McDonald's is a large -scale multinational chain restaurant in the world. It was founded in Chicago, USA in 1955. It has about 30,000 branches in the world.

In 2017, McDonald's launched the first brand applet, becoming a major milestone in the digitalization of the McDonald's brand; in 2020, McDonald's achieved the iterative upgrade of the brand applet. flow.

In 2021, McDonald's has realized the private domain layout of "public account+small program+video number+community". At present, McDonald's mini -programs have accumulated 160 million members, the number of domestic members exceeds 200 million, and the number of communities has reached 45,000.

2. Market scale

Data show that the growth rate of Chinese catering in 2020 has decreased, but the epidemic has a small impact on the Western fast food industry. In 2021, the size of the Chinese Western fast food market was 280.07 billion yuan, and it is expected to reach 320.12 billion yuan in 2022.

3. User portrait

McDonald's is the main target market, and most of the age of consumption is concentrated between 20 and 35 years old.

02 traffic matrix and distribution

McDonald's attaches great importance to the brand's exposure and marketing effect. Whether it is traditional offline advertising, or the operation of emerging platforms such as Douyin and Xiaohongshu, McDonald's is an important starting point for incremental and retaining.

The following ways of disassembling McDonald's channels from two aspects of private domain and public domain are done.

1. Private domain

Public account: "McDonald's" public account has a drainage entrance to a private area community in the menu bar. The specific path: the public account menu column "Follow us" - Mai Mai Welfare Group -Scan the QR code to add customer service WeChat -customer service invitations to enter the group - Enter the community.

Mini Program: McDonald's has 3 small programs, which have different functions, which are convenient for users with different needs. as follows:

Mini Program "McDonald's": It mainly displays welfare information, member functions, order services, takeaway services, and integral mall mini -program "McDonald's Online Store": mainly sells McDonald's peripheral product mini program "I McDonald's Happy Small Member": Main birthday party Services, different themes can choose to show the McDonald's store closest to the current position of the user on the homepage of the mini -program "McDonald's", and can join the community of the store to guide users to enter the community to receive benefits.

2. public domain

Video number: The homepage links the public account, and is guided to the private domain pool through the public account. The main video content is brand promotion, product grass, and scenarios.

Xiaohongshu: McDonald's notes in Xiaohongshu reached 580,000+ articles, and users spontaneously planted grass and exposed frequency very high. At present, the official account has reached 155,000 fans. The contents of the notes are mainly planting grass, new products, new products, and promotion of activities.

Douyin: McDonald's has 4 accounts in Douyin, and the total number of fans exceeds 4 million. The video content includes brand promotion, new product listing, product planting, scenario drama, etc. The account homepage is placed on the official website link for drainage.

Station B: McDonald's fans currently reach 186,000. The video content released is mainly brand promotion and product grass.

Weibo: McDonald's currently has 1.74 million fans on Weibo, and its Weibo release has reached 17000+. Looking through the Weibo of recent days, it has maintained a frequency of sending 5-7 more every day. The main content is mainly activity, product grass, new products release, and award -winning interaction.

Alipay Life Number: McDonald's also set up a life number in Alipay. Currently, 7.38 million people have used it. The dynamic content inside is mainly released by new products, activities information, and product Amway.

03 Community operation disassembling

McDonald's has more than 200 million members in China and formed 45,000 communities. More than 90%of the members in the community are McDonald's members, but such a huge private domain base, McDonald's does not use "selling goods" with "selling goods" As KPI.

McDonald's community is more about serving users and assumed the function of communicating and serving consumers. How did they do it? Let's disassemble McDonald's employee IP and community operations.

1. Employee IP disassembly

Personal positioning: The positioning is a restaurant manager. The name of the manager's name is used as the name, which gives users a more real and trustworthy feeling. Automatic welcome saying: After adding employees to WeChat, you will automatically send welcome words. The first time you will send some single programs to inform the recent new products, welfare activities, and QR codes of the community. Let users enter the community as soon as possible and increase the community's entry rate. Friend circle content: The update frequency is 1 to 3/week, the main content is product coupon. 2. Basic information of the community

Group nickname: "Brand+area+type+community number", for example: McDonald's Hangzhou blue diamond Tiancheng restaurant group 8 group positioning: welfare, event propaganda, new notification group rules: users will receive as soon as possible after entering the group for the first time after entering the group for the first time Welcome to the group, inform the community benefits, and clearly write group regulations and event trailers in the group announcement

3. Community content

The main contents of the community include introducing brand welfare activities, interactive games, promotion brands, etc. And the content has a fixed arrangement. Different welfare activities will be set up every Monday to weekend. Take a SOP of a certain day as an example:

Morning 08:00: When Good Morning Greetings, Breakfast Package will be recommended at 11:00 at noon: Product activity recommendation at 14:00 in the afternoon: Friday fixed community exclusive interaction, send interactive themes and rules at 16:00 pm: Reminder the interaction results will be 19 Click the list and send prizes at 17:00 PM: Product activities recommendation 22:30 in the evening: The service officer will remind the benefits today

04 member system disassembly

Nowadays, the "member" model has long been commonplace in private domain operations. It can not only better serve high -quality users, but also lock users in consumption in the next period of time. Especially in the catering industry, paid members are also becoming a trend. McDonald's has launched membership services since 2018, and has also joined the ranks of "paid members". Simply disassemble McDonald's member system, including two: paid membership card and points system.

1. Paid membership

There are three types of paid members of McDonald's. For different people and use scenarios, set up card species of different themes, as follows.

QH McKa (19 and 39 yuan, monthly card and seasonal card): For users who buy, you can enjoy equity including 2 -piece set, 40 % off breakfast, 70 % off wheat coffee, free out -of -the -Mai Coffee Month Card (9.9 yuan): For users purchased, you can enjoy 60 % discount on the rights and interests of drinking, thick coconut quasi -time special breakfast 60 % off card (11.9 yuan and 19.8 yuan, one month and 2 months): for the purchase of purchases Users can enjoy the equity including 28 sets of sets of 40 % off

2. Integration system

Users can obtain points through consumption, and points can be used for drawing, redeeming coupons and gifts.

In addition, McDonald's coffee also has an independent integral system "accumulation card". Similarly, users can get the accumulation point through consumption. The accumulation point can be exchanged for coffee products and coffee cups.

05 Fission gameplay disassembly

McDonald's can maintain high growth in the number of users and the size of the private domain, thanks to its fission gameplay of private domain traffic.

McDonald's set a fission entrance in the private domain channel and ordering system. It is induced through welfare, and continuously pulls into new users to maintain the scale and vitality of the private domain.

Let's disassemble the fission game:

1. Single fission

When users buy a series of wheat coffee products, the platform will push the fission activities of coupons. Similar to the way of Ruixing Coffee, both parties can get preferential rewards.

2. Gift fission

Users can choose different paid members (the price from 9.9-39 yuan) to the other party in the McDonald's applet. Many people, fission in this form.

In addition to paid membership cards, McDonald's also sets up a ritual fission activity of drinks. You can choose different theme cards and give drinks to individuals or more people.

06 Summary

Say a few McDonald's highlights and points to be optimized in private domain operations:

1) The community order rate is high

McDonald's community may not have high interaction rates, but the community activities are rich in forms and more benefits, so the order rate is not low.

2) Layers are refined enough

McDonald's mini -programs and paid members are refined in layers to facilitate users to use various needs.

3) Personal number lacks operation

The employee's company's WeChat lacks operations, and the content of the circle of friends is clear, and the distance from users is greater.

#Columnist#

Author: Yan Tao Sanshou; WeChat public account: Yan Tao Sanshou; everyone is a product manager columnist, digital marketing experts, private domain flow and super user growth methodology. He has the role of "Super user growth", "Weibo and WeChat marketing practical warfare" and so on.

This article was originally published by@本 本 本 本 本 is a product manager.

The question map is from UNSPLASH, based on the CC0 protocol.

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