Castro, Filipa Frade dePedroso, Carla Sofia Peixoto2020-11-102020-11-102020-01-152020-01-06http://hdl.handle.net/10362/106851The QSR Industry has been using Technology, Delivery and Digital to fuel its transformation. The resilience of the segment has been allowing to overcome downturns.Still,more informed consumers have been demanding more quality,pressuring the industry to address distinct audiences: service and convenience. Customers- centric strategies pursuitby McDonald’shave been allowing for differentiated experiences while addressing customer’s needs. Still, the chain ability to predict trends and to quickly react to it, at global scale,has been positioning them to success. It’s all about strategy and consumers are “lovin’it”.engQSRMcDonald’sTechnologyTrendsmaster thesis202495183