Brief:
- Food delivery app DoorDash teamed with McDonald's to celebrate the nationwide rollout of the burger chain's "McDelivery" service with a sweepstakes and steep discounts on Big Mac sandwiches. DoorDash is offering one-cent Big Macs to the first 1 million customers who place a McDonald's order and enter the code 1BIGMAC into its app, per an announcement shared with Mobile Marketer.
- DoorDash will automatically enter those customers into a sweepstakes for a chance to win $1 million. The platform will expand delivery service to more than 10,000 McDonald's restaurants — 70% of its locations — by the end of the year. The companies first introduced delivery to 200 McDonald's restaurants around Houston in July.
- The DoorDash promotion started on Sept. 30 and runs through Oct. 4, or until 1 million users redeem the one-cent offer. McDonald's also participates in DoorDash's DashPass program that waives delivery fees for subscribers who pay $9.99 monthly for a membership.
Insight:
The battle among food delivery apps to win the hearts and minds of McDonald's customers is heating up. DoorDash's aggressive promotion for McDelivery comes several months after the burger chain ended its exclusive deal with Uber Eats, the food delivery service from the ride-hailing giant. DoorDash's promotion arrives two weeks after Uber Eats targeted McDonald's customers with an offer of free branded loungewear for customers who placed an order at dinnertime.
McDonald's has made home delivery a key priority in response to changing consumer preferences. More than half (56%) of people ages 21 to 38 placed a delivery or takeout order using a restaurant's mobile app or website in the past year, per a survey by the National Restaurant Association.
More than 1 million people each day order food for delivery from McDonald's worldwide, and the company estimates its McDelivery service will surpass $4 billion in global revenue this year. Majority of the chain's locations, or 21,000 restaurants worldwide, offer delivery to meet consumer demand.
