Jatia’s interest in technology began at a young age with a keen interest to explore into various technology-driven apps. After graduating from Leonard N. Stern School of Business, New York, he decided to incorporate his passion for emerging technologies into his family business. In the last seven years, he has pivoted a food tech company by bringing fresh revolutions.
Utilizing his strength to recognize the profits of taking the first move in launching new tech innovations, Jatia successfully led and launched the McDelivery app in 2014. As a millennial himself, he understood the requirements of contemporary consumers and dig the gaining factor of the technology-led innovations like payment gateway, home delivery platforms, omnichannel experience. Asserting this project as “dearest to his heart”, he executed the McDelivery app with his team. Today, the app contributes significantly to the overall revenue of the company.
He further digitized the restaurant experience with the launch of McDonald’s – “Experience of The Future Restaurants” (EOTF) with self-ordering touchscreen kiosks, air chargers, tablets, various digital payment options, table service through a technology-enabled tracker and was able to win customer’s preference. In January 2019, he also introduced McDonald’s app by providing personalized offers every single day.
Ground-up experience 
Jatia initiated his first job by being one of the crew members at a McDonald’s restaurant owned by his company. While working both day & night shifts in the restaurant, he got a chance to interface with consumers and upgraded himself for a higher managerial role “I even did some cooking and cleaning in the kitchens while working in the restaurants. This prepared me for the challenges that lay ahead in my journey.” he says. After his work at the restaurant, he started implementing new technologies for McDonald’s to make restaurants more relevant and modern for consumers.
As a confident director who worked in multiple positions- Head of Strategy, Consumer Technology, and Innovations at McDonald, he encourages everyone to build their leadership style. He says, “My journey has helped me shape my own style of leading and dealing with all kinds of stakeholders”.
Bearing huge responsibilities to de-stress, he uses his candid time by travelling, staying fit, and playing sports. “I spend a lot of time playing football and exercising. I also love exploring new places. I have recently been fascinated with nature and wildlife. Pre-Covid, I visited quite a few places for wildlife safaris.” he adds.
Coping with Pandemic
“While I have seen various highs and lows in my career, nothing compares to the challenges this pandemic has posed for my leadership ever since lockdown was imposed last year. These challenges have taught me to put my best foot forward in whatever I pursue and refrain from getting attached to the outcome. Even through Covid, despite the challenges that our company faced, I along with other leaders remained committed to doing what’s right for our 10,000 employees and all our other stakeholders. We have been able to keep the morale of our employees high, ensuring their welfare through various people initiatives at our company,” said Jatia, when asked about the crisis faced during the pandemic.
Stating about the tough times, he mentions the “One tech innovation” that has worked wonders in the pandemic. A tech innovation that has helped in navigating Covid effectively is the new ‘On the Go’ feature. “Pre-Covid we were working on introducing ‘On the Go’, which is a type of curb side ordering service. We accelerated its launch in the pandemic. Through ‘On the Go’, customers can order from any McDonald’s restaurant of their choice on the McDelivery app. The restaurant then prepares food basis the customer’s ETA and delivers it right to the customer’s vehicle at a pre-designated pick-up spot at the restaurants,” he spoke.
Delivering his expertise on the struggling times for restaurants, he advises, “Most restaurants focus on offering a blanket experience to customers – a ‘one size fits all’ concept. However, in the ever-changing times of today, it is imperative to make customers feel valued, and make them return to your restaurant for more memorable experiences. Restaurants should avoid the blanket approach and focus on offering more personal experiences to consumers”.
What’s Coming?
Outlining his future goals, he is passionate about the endless possibilities that technology can bring in 2021. He is currently working on a comprehensive Customer Relationship Management program to improve personalization and enhance customer participation at McDonald’s across touchpoints. With an aim to deliver a seamless, consistent, and exclusive experience at McDonald’s, Jatia wishes to establish an “omnichannel view” for customers and expresses, “Once normalcy resumes and consumers start moving freely, I want McDonald to be able to offer customized experiences that can give consumers products and services they like and even the restaurant experience they need. Personalization will make our restaurants more relevant, comfortable, and modern for the consumers of today”.
He adds. “I am eagerly waiting for the world to return to normalcy and countries to open up so that we can go back to meeting new people, living new experiences, and playing sports freely like we used to pre-Covid. I am also looking forward to helping our organization grow through technology and gradually turn Westlife into a food tech company”.
