In collaboration with Combis and Samsung Electronics Adriatic, McDonald’s completes digital transformation of restaurants across Croatia

In collaboration with technology partners Combis and Samsung Electronics Adriatic, McDonald’s has entered the final phase of implementing a solution for simultaneous visual communication with guests across Croatia. According to Ivana Šapina, the marketing and public relations manager of McDonald’s Croatia, this marks the completion of the digital transformation of all McDonald’s restaurants in Croatia.

– Digitalization of services has been our focus for some time. Previously, we modernized kitchen processes, introduced the McDonald’s app which has been well received by guests, and equipped our restaurants with self-service kiosks that allow guests to access their favorite products more quickly and easily.

In collaboration with Combis and Samsung Electronics Adriatic, we have now additionally installed display screens with an ordering system in restaurants and at McDrive lines, so we can say that at this moment, the majority of communication processes with customers, as well as with restaurant staff, have been digitized – said Šapina, adding that the digital user experience achieved through this project is an innovation they have aimed for, which continues into 2023.

In addition to hardware and software solutions, a central management system for multimedia content from the cloud has been established for over 360 digital screens in all 41 McDonald’s restaurants currently in Croatia. This way, all communication is synchronized, and it can be managed in real-time.

But what is simultaneous visual (or digital signage) communication? Although the term mostly associates with digital signing, Maja Markulin Klarić, director of the digital innovations department at Combis, says it represents a new standard in modern marketing.

– Effectively spreading digital messages from anywhere at any time, which can be changed within minutes, gives them an unparalleled advantage over traditional industry formats. Intrigued by the possibilities, we also focused on education, becoming proud holders of the Samsung Smart signage solution and Smart signage hardware certifications, and we are the only holders of these Samsung certifications in all of Southeast Europe – said Markulin Klarić.

Given the trend of digitalization that McDonald’s has been dictating in Croatia for the past few years, it is no surprise that they are behind the project with Samsung Electronics Adriatic and Combis.

– The market for digital signage solutions is experiencing strong growth, and this trend will only strengthen in the future. That is why we invested a lot of enthusiasm and energy in collaboration with partners to realize, according to our information, the largest project of this kind in Southeast Europe – says Vjekoslav Mikulić, regional key account manager for professional displays at Samsung Electronics Adriatic.