McDonald’s is known the globe over for one thing: its fast food. But while a staple diet of in-store customer service and value remains front-and-centre of its operations, it’s strategy has taken a recent turn into the world of binary. It’s aim? To enhance McDonald’s online presence by embracing all things digital and aligning its online and in-store experiences.

To find out how, we spoke with the company’s European Chief Brand & Strategy Officer, Pierre Worczek.