B2B platform: Increasing orders by 62% for printing & advertising

2020_05_12_unity_foto _cover_mcd_2
  • Client
    • McDonald's / DDB Warsaw
  • Scope of work
    • B2B E-commerce
    • Integration with Comarch ERP XL
  • Technologies
    • Magento 2.3.1

About company

McDonald’s has been present on the Polish market since 1992 and has maintained a high growth rate for years. Currently, there are 445 restaurants in over one hundred and fifty Polish towns and cities. The organization is one of the biggest employers in Poland, with over 22,500 people. 80% of the restaurants of the Polish McDonald’s chain are licensed restaurants, i.e. run by independent entrepreneurs, of which there are currently 72. Each licensee of McDonald’s is an independent entrepreneur, running his or her own restaurant under the McDonald’s system. By investing their own financial resources, such a person benefits both from the system created by the corporation and their experience.

Business needs

  • Modern B2B sales platform with promotional materials (advertisements, price lists, etc.) designed for contractors - restaurant owners.
  • Implementation of a new design.
  • Integration with the warehouse system.
  • Integration with the dispatch module.
  • Introduction of customer categorization with the possibility of editing.
  • Optimization of the order and customer service process.
  • All changes in the warehouse quickly visible from the store level.
  • Different units of measurement available – pieces and sets – for respective products.

What we did

The aim of the project was to launch a new B2B platform integrated with the Comarch ERP XL system. This B2B platform is used by owners of McDonald’s restaurants in Poland to carry out orders for promotional and printing materials.

The project was divided into three stages:
1. A consulting project, during which Unity Group’s expert participated in ERP system implementation workshops and was involved in developing a concept relating to the integration of contractors and products, as well as the method of transferring order data between the systems.
2. Functional analysis (Sprint 0), which resulted in a summary documentation of requirements and subsequently translated into a list of things to do (backlog).
3. The implementation of the platform took place iteratively and was based on an agile methodology.

Magento was chosen due to the client’s functional requirements for the project, as well as specific conditions related to system integrations.


Challenges in the project:

  • A mechanism for presenting offers in a selective matter, depending on the attributes / properties of each product and the respective contractor.
  • Adjusting the RMA module (allowing for returns and complaints management) to the customer’s expectations – extending the module with the possibility of submitting complaints on products and services ordered offline.
  • Preparation of a dedicated purchasing path tailored to the specificity of the industry.

The platform is also prepared for further development, especially regarding system extensions to support operators and a tool for creating personalized products.


After the platform was launched, there was a 62% increase in orders.

“When choosing the company to which we wanted to entrust the project, we were guided mainly by the criterion of trust and experience, confirmed by references in the implementation of large IT projects. It was also important for us that the company had an expert background because, during the project implementation, it is necessary to help in resolving issues related to logistics, shopping paths and restrictions resulting from the diversity of restaurants. Therefore, it was important to choose a partner who will provide a wide range of services regardless of the challenges we encounter during the project.”  – Paulina Strumińska, POP Administrator, DDB Warsaw 

Business effects

  • Fast and intuitive ordering process.
  • Customer path fully adapted to the specifics of the industry.
  • Dedicated complaints module. 
  • Product offers personalized according to the characteristics of a given contractor.
  • Orders for physical and digital products coexisting on one platform.
  • Optimization the process of ordering advertising products for restaurants.
  • Integration with an external system (Comarch ERP XL), ensuring efficient sales.
  • Consistent information about the shipping costs of a given order.



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