McDonald's Partners with DoorDash to Launch New Online Ordering Channel.

McDonald's has launched a new online ordering channel in partnership with DoorDash, allowing customers to order McDelivery via mobile devices or desktop computers without an app or account. The new site is accessible from McDonalds.com and is part of the company's "three Ds" strategy focused on delivery, drive-thru, and digital. The partnership supports McDelivery in 29 countries and is expected to drive growth in delivery services.

McDonald's has recently expanded its partnership with DoorDash to introduce a new online ordering channel, allowing customers to order McDelivery directly via mobile devices or desktop computers without the need for an app or account. The new site, accessible from McDonalds.com, marks a significant step in McDonald's "three Ds" strategy, which focuses on delivery, drive-thru, and digital growth [2].

The partnership between McDonald's and DoorDash has been instrumental in driving McDelivery services, with the new channel now supporting the service in 29 countries. This expansion is expected to further enhance the convenience and accessibility of McDelivery, aligning with McDonald's commitment to meeting customer demands and strengthening accessibility across all touchpoints [1].

The new ordering experience is designed to simplify the process, with fewer clicks required for checkouts and flexible payment options. This move is particularly significant as it brings consumers who may not want to use or download a branded app into the McDelivery fold, potentially increasing overall delivery orders [2].

The introduction of this app-less first-party channel is a notable shift in McDonald's delivery strategy. Previously, the brand had emphasized its mobile app as a major part of its delivery growth strategy. However, this new channel could offer an alternative pathway to drive growth, especially among users who prefer a seamless, app-free ordering experience [2].

The impact on McDonald's loyalty program remains to be seen. The program, which grew to 185 million 90-day active users across its 60 loyalty markets, is a significant driver of restaurant visits. With non-rewards users visiting the chain 10.5 times a year and rewards members visiting roughly 26 times annually after joining the program, the loyalty program's influence on guest traffic is substantial [2].

This partnership between McDonald's and DoorDash is part of a broader trend in the fast-food industry, where companies are leveraging technology to enhance customer experience and drive growth. As the market continues to evolve, such strategic moves are likely to become increasingly common.

References:
[1] https://about.doordash.com/en-us/news/doordash-mcdonalds-online-ordering
[2] https://www.restaurantdive.com/news/mcdonalds-first-party-delivery-ordering-doordash-app-website/757506/