KEEPING THE WHEEL TURNING
As managing director, Boh sees himself as a “caretaker of the brand”. “The leadership teams before me have kept the wheel turning faster and faster, and I see my role as making sure it continues turning in a sustainable way so that future generations can carry it forward.”
He is now focused on “working with the team to make sure the business and brand continues to grow and evolve, so that it stays relevant to consumers”.
In recent years, a key focus of the company has been the digitalisation of the brand. In 2019, the company launched its ubiquitous McDonald’s App, a one-stop shop for all its services. On the app, users can discover personalised deals, order McDelivery, find restaurants by location, calculate nutritional value of menu items and more.
The company has also refreshed the dining experience within its outlets to include self-order kiosks and cashless payment systems. “These changes are really about being in tune with our customers’ lifestyles and how they have changed. What we are seeing is that customers are becoming more digitally savvy, and this cuts across all demographics,” explained Boh.
More recently, McDonald’s Singapore expanded its retail offerings with exclusive products for sale. In November 2021, it launched two Jenga sets fashioned after its Big Mac and its French fries. With dining regulations in Singapore limited to five, the company wanted to launch a product that would allow families to have fun together even if they were dining at home.