McDonald's has recently appointed ex-Ticketmaster executive Julia Vander Ploeg as the company's first U.S. vice president of digital. She will lead the Global Digital Team that will focus on e-commerce, customer engagement, digital content, and service delivery.

As its next move, McDonald's is prepping up to form a new team that would work on a new program geared on digital music delivery. The fast food company came up with a job listing that's looking for a product director for music and entertainment. The job description includes creating the strategy and a desirable product roadmap that would allow the company to provide a number of digital music and entertainment products to its loyal customers.

Apart from liaising with people from the music and entertainment fields, the product director is also tasked with establishing multi-channel music and rising entertainment platforms in order to reward deserving customers and to increase customer frequency.

At present, McDonald's and the rest of the restaurant industry are plagued with driving foot traffic. The company reported a second quarter traffic drop covering its major segments with global comps seen as having relatively flat traffic. Recently, it has noted on the upcoming risk brought by a previous forecast which saw a considerably flat global comps resulting from an issue with a China supplier.

Another job posting released by the fast food company reveals the need of the company to hire a team that would be in charge with managing the release aspect of the e-commerce platform and building an online ordering app. The team is tasked with eliminating physical boundaries that would eventually allow customers coming from any part of the globe to connect to McDonald's and place their orders no matter what time of the day it is.

Increasing customer loyalty is also one of McDonald's greatest concerns. In order for the company to continue with its ongoing loyalty initiatives, it is looking to hire a loyalty product director that is tasked with establishing multi-channel loyalty programs for the purpose of rewarding the company's most enthusiastic customers as well as to drive frequency.

Currently, McDonald's is conducting a trial mobile ordering scheme that caters to customers from Columbus, Georgia. On the other hand, the company has launched the unique McD App that sends customizable offers for customers to redeem. The app is now available in over 2,000 U.S. restaurants.

At the onset of its recent earnings, the fast food company reiterates the importance of connecting with its customers through digital means.

"We're also accelerating our digital efforts, as we've talked about before, leveraging learning from markets like France and Australia, who are now executing some elements of our e-commerce digital strategies," said CEO Don Thompson.