© 2021 Service Management Group | All rights reserved | Do not share or duplicate confidential content, in whole or part, without written consent Kansas City: +1 800 764 0439 | London: +44 (0)20 3463 0700 | Tokyo: +81 (0)3 6432 0871 | smg.com | Connect with us SMG Top Partnership Insight: McDonald’s This Top Partnership Insight was awarded to McDonald’s in 2021 Situation With the onset of COVID-19, restaurants around the globe were forced to close dining rooms and develop new health + safety procedures to protect employees and customers. Before reopening its doors, McDonald’s wanted to better understand evolved customer expectations and ensure guests felt comfortable during their visit. Insight By leveraging text analytics, McDonald’s and its SMG team began to see

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