Transportation & Logistics International - Winter 2017 - 85
WAREHOUSING & PACKAGING
// McDonald's believes the integration of its
supply chain will never be complete, but it will
use its digital information to drive demand.
on their end of the business. "Our ideal vision would be
everything is there when they need it and they don't have
to worry about it," Stewart says.
Stewart says the integration of the supply chain will
never be complete, but the evolution of the strategy
will be to use that digital information to create more
demand. McDonald's is already piloting programs
with that goal in mind, such as an ordering system
that allows for more customization of menu items.
Increased visibility will also enable the company to react more quickly to opportunities. It used to take 30 days
to create and execute a marketing plan, such as a buyone/get-one offer, around a local event. But the integrated supply chain has made it possible for McDonald's to
increase orders or even direct inventories to implement
Eventually, Stewart believes the technology will allow
for complete transparency into McDonald's inventories
and supply chain. "That's the future I think is going to be
a challenge for us," he says. "But we'll meet it."
ease of ordering to having accessible information on
where the company sources its food.
As part of that contemporary strategy, McDonald's
is now testing self-order kiosks, digital menu boards,
phone apps and table service at restaurants. "Our goal
and our vision is really to become a modern and progressive burger restaurant that delivers a contemporary
consumer experience for fresh food that's delivered
fast," Stewart says.
He believes the supply chain is an enabler of the
company's contemporary strategy. Setting up a system to
anticipate demand more effectively enables the supply
chain to be more efficient by reducing the miles traveled
and the number of deliveries that must be made.
Stewart calls the concept an "efficient, assured supply" - a promise that McDonald's will help ensure the
products its franchisees need are available in the most
cost-effective way possible so that franchisees can focus
WINTER 2017 TLIMAGAZINE.COM