McDonald's is looking to the technology start-up space to help source social media and mobile marketing ideas on how to digitise its restaurant experience across Europe. The company's European
division is holding its first hackathon in London this weekend, tasking participants to "build the restaurant experience for the next generation." Attendees are encouraged to build apps that push
mobile into the customer journey in-stores using iBeacons and NFC technology or focus on gamification once they have left.
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