How Natural Curiosity Sparked My Passion for Data and Analytics

Michelle Gansle is revolutionising the way the world’s largest restaurant chain uses data to drive innovation and create a personalised customer experience

McDonald’s needs little by way of an introduction. The fast-food chain has locations in more than 110 countries, with 44,000 restaurants and more than two million staff.

But there’s far more to the success at McDonald’s than burgers and fries. Behind the scenes lies a deep-rooted culture of innovation and experimentation. McDonald’s was among the first restaurants to champion the now-ubiquitous drive-thru, and today leads the industry on convenience and personalisation, powered by data and analytics.

At the head of the organisation responsible for this data-led innovation is McDonald’s CDAO Michelle Gansle. Michelle recently sat down with Orbition CEO, Kyle Winterbottom to discuss her journey to the CDAO role and her strategic vision for data and analytics at McDonald’s.

“Innovation is deeply ingrained in our DNA,” Gansle explains. “Our founder, Ray Kroc, revolutionised the fast-food industry with his focus on delivering high-quality food quickly to consumers—a concept that was novel at the time.”

Michelle’s career started with a focus on marketing. Over time her natural curiosity drew her to marketing’s more analytical aspects, ultimately leading to a post-graduate internship in analytics and insights.

“As a naturally curious person, I’m always on the lookout for the next new technology or the implications of big data for businesses and how we can use that to enhance our understanding of people,” Gansle says.

Telling Stories About the Power of Data

Curiosity and adaptability are two of the most powerful traits that Gansle has cultivated during her journey, and are essential, she says, in the fast-paced, ever-changing landscape of data and analytics.

“I think people who possess these skills tend to thrive in environments like data and analytics where there is a lot of change, whereas those who need stability may not find it as easy,” she says.

Gansle’s strategic approach to business is empowered not only by her curiosity, but also by her passion for storytelling, and her connection to people.

“Data and analytics can be challenging, complex, expensive, and its value isn’t always immediately apparent,” she explains. “The ability to contextualise and simplify data and analytics—to explain their significance in distinct ways to business leaders is vital.”

By aligning their strategic approach with business objectives, instead of adopting technology for its own sake, CDAOs can more effectively advance the increasingly crucial role of data and analytics functions in modern companies, she says.

“A significant part of my job is building these foundational elements and storytelling around their importance, connecting them to business use cases so that the company sees the value in investing in them,” she says.

Gansle’s passion for people is another core component of her leadership style.

“I love leading teams; it’s my favourite aspect of my job,” she says. “I thrive on leading and managing people, bringing out the best in them, and leveraging the power of the team to accomplish tasks.”

A Vision for a Personalised McDonald’s Experience

Continuing McDonald’s legacy of innovation in the world of fast food, Gansle is focused on harnessing the power of data to enhance the business and elevate the customer experience.

“My job and our role is to figure out how we can achieve both greater efficiency and create more value by centralising and automating production and realising the potential of data analytics and AI where it makes sense,” she says.

“Often, having access to multiple data sources guides us to discoveries. For example, combining geolocation data with real estate information, among others, helps us identify potential new store locations.”

With one of the largest loyalty programs in the retail sector, McDonald’s has access to an untapped goldmine of first-party data. The challenge is to turn that data into something that will create value.

“Access to first-party loyalty data enables us to understand customer behaviours. When we integrate additional data sources like media and behavioural information we can paint a more detailed picture of individual preferences.

“This allows us to think about how we can make your experience quicker, easier, and more personalised. Data is driving all of these efforts.”

A Methodical and Responsible Approach to Generative AI

For Gansle, the advent of generative AI is as significant historically as other groundbreaking technologies like the internet and the printing press.

“Throughout history, there have been monumental moments that forever changed the course of human life,” she says. “Today, many believe generative AI represents this generation’s defining breakthrough, and I wholeheartedly agree. This isn’t just a fleeting trend, it’s a significant, enduring shift.”

“It’s exhilarating to be at the forefront of such innovation, uncertain of where it will lead. While none of us can precisely predict the future, it’s almost certain that in a decade, generative AI will have seamlessly integrated into our existence, much like the internet has.”

However, with generative AI’s greatest innovations likely still ahead of us, and with many important practical and ethical questions still unanswered, Gansle believes that it is incumbent on data and analytics leaders to proceed with caution.

“We recognise the immense potential of generative AI and are methodically and responsibly experimenting with a range of use cases,” Gansle concludes.

This cautious, yet forward-looking, approach will help to ensure that McDonald’s remains at the cutting edge of technological innovation and service in the fast-food industry for many years to come.

This article was featured in the second Edition of our Driven by Data Magazine. You can download the magazine and read more articles like this by clicking here.