3. Delivery’s impact on the business
About 70% of McDonald’s delivery sales are newfound business, and the tickets for those orders tend to run 1.5 to two times as high as the chain’s average ticket, Ozan revealed.
The consumers who opt for delivery tend not to be McDonald’s customers trying to figure out the most convenient way to get McDonald’s food, he explained. Rather, “someone is at home and knows they want to get some food delivered and now they go see what can they get delivered.”
McDonald’s delivery time through UberEats averages about 25 minutes, considerably below the 35 minutes a mystery-shopper firm learned in an in-depth study to be the average for all UberEats restaurants.
Speedier delivery means McDonald’s automatically moves up on the list of delivery choices offered on the UberEats app, Ozan explained. “While you can’t advertise to get yourself pushed up to the front, if you’re able to deliver faster, you kind of self-advertise because you’re getting pushed up farther.”
Awareness, he indicated, is McDonald’s biggest challenge in raising delivery sales.