Marcelo Rabach
Analyst · Morgan Stanley. Please go ahead
Okay, good morning Bob and I’m glad to have you on the call. In terms of margins and the focus in value, I think that the economies across the region are being impacted by the pandemic, obviously. I think that this will lead to a higher price sensitivity among consumers. In that scenario, we have the most attractive value propositions I think, based on our band strength, our attractive price points, the food quality that we are offering or usually our service and reputation for safety. Other segments in the industry, in the restaurant industry are under more pressure, especially those with on-premise service models, full service restaurants and on top of that, casual dining restaurants. So what we are doing is that we are trying to lever us all the investments we did in the past in terms of digital for example, to provide segmented offers according to customer needs and preferences. We work very hard and very focused, developing and promoting family bundles, so families can customize the order for each family member at a very attractive price. We have markets like Panama for example, where the share or the total sales of these kinds of offers is around one-fourth. 30% of the total sales are related with family bundle, so we are doing extremely well in that area. And on top of that, we continue to offer our pre-COVID-19 prices set of value platforms. So we have examples like 3x3 Mexico, [inaudible] in Colombia and all of these platforms are doing very well. And we are doing that, not affecting in a big way our margins. In fact our gross margin in the second quarter, despite all the pressure with lower sales was very strong. So I would say that going forward, well you mentioned about the capabilities in our app. It will play a huge role. We are trying to up more a more features to our mobile app, because obviously we have more than 40 million people across the region with the McDonald’s app in their devices, but the true value of these downloads is the number of people that use that app as frequently as possible. We saw over the last quarter that we increased the active users’ gap versus our competitors, which is very encouraging for us. And to keep our app relevant, we introduced more number of features. Recently for example we introduced the Mobile Order & Pick-Up, MOP’s in early launch stage, but with this new feature a customer can use the McDonald’s app to order and pay the food, so that when they reach at the restaurant the order is ready and this is the fast and contactless experience which is very valuable for the customers in these days. This feature is already available in almost 150 restaurants in Argentina and is doing very well and on the [inaudible] we introduced MOP in Brazil, so a few days there, but we have very encouraging results too. And on top of that, Delivery app is doing very well and I think that the most important thing around this having a strategic approach to this digital transformation and for that you need for example to partner with leading companies. That's why we are very happy to work with the Sales Force for example in terms of CRM, and with Amazon web services in terms of data analysis and order related with that. Where we are today? I would say that we are in the early stages of all these developments. We are basically working with rules based segmentation. Next, we are trying to go to the next phase, which is the behavioral market in three years, so we can understand how customers make decisions, in what time-frames and then we can adjust our digital marketing accordingly, aiming to increase frequency and capital purchasing more consistently in our restaurants. And finally, the end of this road is to go to predictive personalization, where we can use a database algorithm that can predict the probability of a customer making a purchase within a certain period. So we are again at the, I think beginning of this journey, but results have been very encouraging and we are taking this very seriously. That's why I think we are delivering the kind of results in terms of safe recuperation that we’ll deliver in the second quarter and the trend continues in the third quarter.