McDonald's Corp. is centralizing data analytics, restaurant development, marketing and operations into a single entity. Manu Steijaert, has been appointed to the newly created position of Global Chief Customer Officer effective August 1st reporting to CEO Chris Kempczinski.  On July 8th, the company unveiled the My McDonald's Rewards Program with specific emphasis on younger customers. 

McDonald's has more than 40 million active app users in the largest six markets and offers delivery for more than 30,000 locations.  The action was taken to consolidate different digital marketing and operational activities and "remove some internal barriers that ultimately lead to a fragmented customer experience", according to Kempczinski.