Dive Brief:
- McDonald’s has expanded its DoorDash partnership to allow U.S. guests to order delivery via a new DoorDash-powered site, the companies said in a press release.
- Guests don’t need to create a separate DoorDash account or need to log in into the site, and DoorDash drivers will fulfill orders placed through McDonald’s channels.
- This move aligns with McDonald’s “Double Down on the 4D’s: Digital, Delivery, Drive-Thru and Restaurant Development” strategy, by “building a powerful digital experience growth engine to deliver a personalized and convenient customer experience,” according to a quarterly report filed with the Securities and Exchange Commission.
Dive Insight:
The new ordering channel increases the options available to consumers, and, since it is accessible directly through McDonalds.com, it may help the brand increase delivery orders by bringing consumers who don’t want to use or download a branded app.
“With millions of customers visiting McDonalds.com each month, this channel extends our reach, offering a seamless and convenient way to have their McDonald’s favorites delivered,” said Tim Snyder, head of delivery at McDonald’s USA. “It reflects our continued commitment to meeting customer demands and strengthening accessibility across all touchpoints.”
The debut of the app-less first-party channel is an interesting shift in McDonald’s delivery strategy. The Golden Arches previously said that its app is a major part of its delivery growth strategy. The brand said in a recent 10-Q that it wanted to increase the fraction of delivery sales mix originating in its mobile app to 30% by the end of 2027. McDonald’s currently offers delivery from 39,000 restaurants across 100 markets, or about 90% of McDonald’s global restaurants, according to the filing.
It’s not clear how this new direct ordering channel will impact the chain’s loyalty program, which grew to 185 million 90-day active users across its 60 loyalty markets, McDonald’s CEO Chris Kempzinski said last week during an earnings call. In the U.S., non-rewards users visit the chain 10.5 times a year, while rewards members visit roughly 26 times annually after joining the program, he said. Loyalty is a huge driver of restaurant visits and, along with the McValue platform, drove about half of guest traffic during the second quarter.
