McD’s merging 5 units

McDonald’s is merging its digital, data analytics, marketing, restaurant development and operations segments as it focuses on driving growth through its global app and new MyMcDonald’s Rewards program, the company said Monday.

The company rolled out MyMcDonald’s on July 8 as fast-food chains have raced to launch loyalty programs to spur sales, reach younger consumers and give customers more ways to order. Manu Steijaert will run the new unit and will take the title of Global Chief Customer Officer starting Aug. 1. Steijaert will report to CEO Chris Kempczinski.

Nearly half of all restaurant customers use at least one loyalty program, particularly when ordering fast-food, according to a consumer survey from loyalty-program provider Paytronix Systems and PYMNTS.com.