McDonald’s Brazil: Beyond the golden arches into a new era of CX innovation

Everyone knows McDonald’s. The golden arches, the fries, the comfort of something familiar. But behind every order in Brazil is a digital strategy built on something deeper: personalized connection.

We spoke with Mateus Alves Porto Carreiro, Digital Manager at McDonald’s Brazil, to learn how his team is reshaping what it means to be closer to customers and how Infobip helps make that possible.

With the help of our WhatsApp Business and chatbot automation solutions, McDonald’s Brazil is redefining CX by using conversation to connect with customers in ways that go beyond offers and become experiences to share.

Turning customers into loyal fans

With millions of daily customers, McDonald’s Brazil faced the challenge of creating experiences that felt local, personal, and relevant at scale. The question became how to make every interaction feel human in a business built on speed and consistency.

For Mateus and his team, the answer began with understanding more than what appears on a receipt.

This shift led to a complete rethinking of how McDonald’s connects with people. Instead of focusing on single transactions, the goal became creating ongoing relationships.

Through our journey orchestration, which powers chatbot automation, McDonald’s Brazil transformed its app into a space for personalized interactions. Customers can ask questions, explore offers, and access loyalty rewards instantly. Every conversation strengthens trust and convenience.

By combining data-driven insights with conversational experiences, McDonald’s turned a familiar brand moment into something personal and lasting.

Listening as a strategy

When fans across social media began asking for a McFlurry collaboration with a popular chocolate brand, the team noticed the growing demand. Using social listening and feedback analysis, McDonald’s Brazil quickly developed and launched the product.

Then came the most personal part. The brand invited the most engaged fans to an exclusive in-store event to try it first, reaching out through our WhatsApp Business and chatbot automation solutions to make the invitation direct, personal, and immediate.

“It was very relevant for consumers because they felt heard by a brand and by the combination of two brands they liked a lot,” says Mateus.

By inviting engaged fans to experience the launch firsthand, McDonald’s turned a product request into a shared celebration that made every participant feel part of the brand story.

Personalization powered by insight

McDonald’s Brazil continuously studies how customers behave, what they expect, and how those expectations change across generations.

This research translates into more relevant digital experiences supported by our WhatsApp for business chatbot, which help McDonald’s Brazil create faster and more personal conversations with customers.

Through WhatsApp, McDonald’s can answer common questions, share promotions, and guide customers through offers, store information, and digital coupons, all in the channels people use every day. Chatbots handle these interactions automatically, providing instant responses that make service more efficient and consistent across Brazil.

Inside the McDonald’s Brazil app, exclusive offers, loyalty points, and personalized campaigns keep engagement high and experiences seamless. With automation and real time communication working together, McDonald’s ensures that every message, interaction, or notification adds genuine value to customers.

As digital experiences grew more complex, McDonald’s looked for a partner that could help bring personalization to life across every channel.

Lovin’ every connection

For McDonald’s Brazil, Infobip is more than a technology provider. It is a partner that shares the same ambition and energy to move faster and create better experiences.

Our dedicated CX consultants work side by side with McDonald’s Brazil to find new ways to simplify communication, improve response times, and introduce features that keep customers engaged.

This partnership is powered by collaboration and the shared belief that innovation is never finished. Every test, campaign, and product update is part of building the McDonald’s of the future, one that feels both global and unmistakably Brazilian.

By combining human connection with digital intelligence, McDonald’s Brazil and our team are showing that even the world’s most recognizable brand can still surprise people, one conversation at a time.

In one word? Hunger.

Our partnership with McDonald’s Brazil is powered by the same hunger that drives both teams forward.

A hunger to do more, to innovate, and to never stop improving the way people connect with the brands they love.

For McDonald’s, that means constantly finding new ways to turn everyday interactions into moments of joy. For us, it means building technology that makes those moments easier to create, personalize, and scale. Together, we have turned that shared hunger into action.

After seeing the impact of our partnership and the results of more personalized, efficient communication, we’re continuing to work closely with McDonald’s Brazil as they explore new ways to elevate customer experience.

Together, we’re already exploring how to expand the use of our conversational CX solutions, including new voice capabilities, to create even richer and more meaningful interactions.

What makes this collaboration stand out is our shared curiosity. It isn’t about adding more technology, but about creating smarter, warmer connections that truly resonate with customers and leave a lasting impression.

And with both teams constantly exploring new ways to connect, our story with McDonald’s Brazil is just getting started.