McDonald's is undergoing a significant digital transformation, with the fast-food giant introducing digital menu boards, digital signage, and self-ordering kiosks, according to research firm Research and markets. A new report titled 'McDonald's Corporation - Digital Transformation Strategies' explores the company's technology operations, tech strategies, innovation initiatives, and the specific technology themes the company is prioritising. According to the authors, the global fast-food giant has also established a virtual fast-food restaurant chain by leveraging virtual and augmented reality, and other immersive technologies to engage with its customers in a simulated dining experience.

In a bid to modernise its operations, Research and Markets says McDonald's is collaborating with various tech firms, including app-based delivery platforms, AI-powered companies, voice technology startups, and cloud-based solution providers. McDonald's is also leveraging social data analytics to customise its marketing assessments, demonstrating a centralised social media strategy, they say.

The report retails for $US1495.