McDonald's Delivery Move Won't Bring New Customers

The move could, however, bring profit.

Steve Easterbrook, CEO of McDonald’s, announced its partnership with UberEats, and shared that now over 2,000 of the chain’s locations currently offer delivery, and the count will grow to over 3,500 locations by the end of June. 

No surprise. McDonald’s has been searching for ways to become relevant to a new generation of consumers, and has proven success in delivery in the Middle East and Asia, has leaped ahead of its competition to try to become the fast food delivery king (Sorry, BK!). 

McDonald’s delivery will set you back $4.99, so it’s unlikely that those who order a meal for themselves (breakfast, lunch and dinner items are available) will be the core audience. The delivery service is perfect for offices and groups. Easterbrook also told the conference that 60 percent of deliveries so far have been placed in the evening and late at night. 

McDonald’s signature dish is their French Fries. Hot and crispy right out of the fryer. Will UberEats’ hot boxes keep those fries the way we love them? Many people have experienced the convenience of take out from a restaurant or food being delivered by companies like Yelp Eat24, Postmates or DoorDash and followed by the disappointment of unwrapping the food to find the bun on the sandwich jostled and the sauce dripping down the side. For a company like McDonald’s that prides itself on excellent execution, handing off their foods to the independent contractors at UberEats may become a brand nightmare if consumers complain. 

The big opportunity for McDonald’s is finally getting consumers to try their Signature Crafted beef and chicken sandwich meals. These are the sandwiches designed to compete with the burgers from Five Guys, Shake Shack and others who have upped the quality, demand…and price for a burger. On the UberEats app in Southern California, McDonald’s still leads with the Big Mac, Quarter Pounder and other favorites. It is a safe move focused on their present customers, but does little to promote their new top of the line offerings to a new customer base.