Well, it happened: McDelivery Day around the world. And while the brand’s extravagant event today has left some customers disgruntled, no doubt McDonald’s mass execution of deliveries enabled by UberEATS has created tremendous awareness of its new capabilities.
In fact, though it featured the debut of some interesting McDonald’s branded swag, McDelivery Day is far from a one-time stunt: It’s meant to test and demonstrate the chain’s determination to make delivery a significant new part of its business model.
#McDelivery #McDEmployee #McLawyer #McDreamJob pic.twitter.com/HNZ73gtAA1
— Krystin Hernandez (@KrystinMarieDez) July 27, 2017
“Delivery illustrates our ambition to redefine convenience for our customers,” McDonald’s CEO Steve Easterbrook told investors on Tuesday. “Delivery also shows how McDonald’s can leverage our size and scale, as nearly 75 percent of the population in our top markets are literally within three miles of a McDonald’s, giving us an unmatched advantage in bringing great-tasting food to customers quickly.”
Size and scale “has provided an additional advantage” in delivery, Easterbrook said, including the opportunity to partner with strong third-party operators such as UberEATS to pick up and deliver the food.
“We’re encouraged by the results we’ve seen so far with expansion of delivery,” Easterbrook continued. “They give us confidence there’s meaningful opportunity with the customers we want to regain. And we’ve only scratched the surface.”
At least on McDelivery Day, however, McDonald’s dug deep to celebrate the availability of delivery in about 7,800 restaurants, in 47 countries, across six continents.
Sweatpants-on-Demand courtesy of @McDonalds #McDelivery Dreams do come true, people pic.twitter.com/O5R8Xu05nj
— Danica Lo (@danicalo) July 27, 2017
In Japan, for instance, customers had the option to “Order a Smile” to receive a personalized thank-you message from McDonald’s delivery staff. In the US, model Chrissy Teigen was scheduled to deliver McDelivery Collection gear for several group deliveries in New York City. In Italy, celebrity Belen Rodriguez was set to surprise fans with special McDelivery orders. And in Canada, consumers looking for the “mysterious McBench” could get McDonald’s delivered to their spot.
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