Emmanuelle SAL

Home delivery service in France

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Summary

I- Executive’s summary

A) Introduction

B) Purpose

C) Market summary

D) Market opportunity

E) IMC schedule and summary

II- Situational Analysis

A) Company background

McDonald’s in France

The product lines

B) Market summary

Targets markets

Branding strategies

Current marketing Mix

C) Market trends

D) SWOT analysis

E) Competitive analysis

F) Previous promotional program

G) Review of existing program

III- IMC Plan

A) The service

B) Marketing objectives and strategies

C) Communication objectives

D) Budget allocation

E) Creative strategy

F) IMC mix components

Media

Sales Promotion

Public relations

Media Planning

IV- Evaluation

V- Conclusion

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I. Executive’s summary

A) Introduction

McDonald’s is an American company created at first by the brothers Richard and Maurice McDonald.

Ray Kroc a wealthy business man, sure about the potential of this company, bought it in 1955 for 2.5

million of dollars. The Growth of the company is very fast and ten years later, the firm is going public.

It is in 1979 that McDonald’s come in France. The first restaurant will be in Strasbourg, Alsace. The

headquarters will take place in Paris but only in 1984. Still growing, the famous McDrive arrives in 1986,

close to the capital. In 1995, McDonald’s France receives the award ‘Environment Enterprise” from the

environment minister regarding the creation of their foundation Ronald McDonald, which helps

children. They want to be considered as a citizen and responsible company. From 1995 they have

around 500 restaurants in France. 2003 is a good year for McDonald’s because they launch the

worldwide communication slogan “I’m loving it” (or “Tout ce que j’aime “in France”) in all of their

restaurants and communication supports. In their diversity strategy they launch the salads in 2004 to

give more choices than the classics Hamburgers and the Wi-Fi for every restaurant in 2005. To be more

and more transparent, they decided in 2006 to give to the customers the nutritional information about

the products in each packaging. Finally they launched in 2007 the famous McCafé and they have now

1200 restaurants.

B) Purpose

This Integrated Marketing plan’s purpose is to diversify the targets of McDonald’s in France and

increase its sales by launching a new service. For these accomplishments, we need to:

- Launch an innovate communication

- Improve Brand awareness

- Develop a very clear breakdown budget

- Use more the last mascot created for McDonald’s

- Be more involved in environment with partnerships

C) Market summary

McDonald’s is chain of fast food restaurants. This industry is very criticized because it is often associated

with unhealthy meals, obesity issues and consumption society. The famous worldwide companies of

fast-food are Subway, McDonald’s, Burger King, Wendy’s and the Yum! Brand company, which owns

Taco Bell, Pizza Hut and KFC for instance.

McDonald’s offers diversified products as sandwiches (Big Mac, Royal Cheese, etc.), wraps, salads, and

desserts for the classic McDonald’s. You can also eat breakfast with their special breakfast meals. Finally

they launch a few years ago McCafé with products as coffees, milkshakes, pastries, macaroons and so

on.

D) Market opportunity

As the shares and the sales of McDonald’s are still growing and that France is the 2nd market a lot of

opportunities are possible. The new design and the environmental vision can be improved to make the

customer completely aware of it. The recent launching of McCafé has been completely accepted by the

customers. Therefore it could be interesting to go even further on the trend of diversification. Finally,

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the fact that 55% of the activity of McDonald’s is the McDrive is interesting. Indeed the McDrive has

not been yet redesigned, and had not been part of diversification or improvements yet.

E) IMC schedule and summary

This IMC plan will focus on five components to make the diversification of McDonald’s in France a

success and to increase its sales.

This plan, after being approved by the headquarters of McDonald’s US, will take place during a whole

year. The details regarding the schedule of the campaign and the breakdown budget will follow with

the IMC plan part.

II. Situational Analysis

A) Company background

McDonald’s in France Today, McDonald’s are the biggest chain of fast food restaurant in France. They have more than 1200 restaurants in France, which make us the second largest market in the world. They give 1.7 million of meals every day. The take-away service counts for 55 % of the activity of McDonald’s and 45% of the take-away meals are made in McDrive. The French company counts more than 63000 of employees This success is above all a growth success. From 2004 to 2009, the growth rate of McDonald’s in France has been 50%. The turnover in 2012 is 3.3 billion of euros. The restaurants are all designed the same way since 2005, when they hired a designer, Philippe Avanzi. The McDonald’s restaurants of today are different from other fast food. The design atmosphere has been created to make the customers want to stay more to degust more than just come to eat fast. The company is engaged with the environment (Eco progress label, garbage program), with the nutrition (information details on packaging, change of products as the oils and sauces, etc.), and with the quality. Indeed 100 % of the products have been made in Europe in 2010. The recent openness of McCafé aside the McDonald’s classic counter has been very profitable. They rose their profit from 5 % and gave a more high-end image to McDonald’s. To sum up, McDonald’s is big fast-food which wants an image of design, environmental and responsible

company. Finally it is a company which is constantly improving and involved in new trends, new

challenges and markets.

The product lines

The different lines of products depend on the kind of offer:

The happy meal:

You have a 540 combination of choices

The McDonald’s offer: Different kinds of meals are possible: Best of, Maxi Best of and the salad meal.

McBreakfast offer: Three kinds of formulas possible.

The McCafé offer: An offer of high range of pastries, beverages, and coffees.

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B) Market summary

Targets markets

If you distinguish several targets there will be:

- The families with children

- Young people from 15 to 34 years old

- People using McDrive and Take away (which represent 55 % of the Mc Donald’s activity in

France.)

The families are going to McDonald’s during events like birthdays, holidays and week end. With the

games areas in the restaurants they are welcomed. The children from 3 to 14 years old represent 27%

of the customers.

People from 7 to 77 years are the large target of McDonald’s, everyone can come, there are offers for

everyone, “Come as you are”.

The young people from 15 to 35 are very important for McDonald’s given that they are the most loyal

to the brand. They represent 39 % of the customers and 59 % of the turnover. They want to eat at an

affordable price so the offers of McDonald’s match with their expectations. Those who want to eat

healthy have the salad offers and of course the McCafé offer, trendier.

Finally the people using McDrive and the take-away are the customers McDonald’s has to take care of.

They represent 55% of the McDonald’s activity in France. Moreover for now, McDonald’s did not do a

program to renovate or innovate on this segment yet.

Branding strategies

McDonald’s has a strong branding strategy.

The logo and the slogan are the most visible elements of these strategy.

The logo of McDonald’s is recognizable easily with the red “M”. Few years ago they put the logo “M” in

green to emphasize the green engagement of McDonald’s. They created a whole universe with the

mascot Ronald to attract the children. Lately they created a new mascot representing the fun image of

happy meal. Now this mascot is present on all the promotional elements linked with happy meal.

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The slogans are also well known as “Come as you are “and “I’m loving it”.

All these elements are means to give the image of happiness of McDonald’s and fun.

Current marketing Mix

McDonald’s current marketing mix is:

Products:

McDonald’s wants to offer a large diversity of products, healthy products.

You have several offers which manage to respond to the different meals of the day and the different

targets: The McBreakfast, The classic McDonald’s offers with the Best of and the Maxi best of meals.

For the “goûter” you have McCafé. For the children they can have the Happy Meal and for the person

who want to eat health they can have the McSalads.

McDonald’s often uses limited edition as the “280”, the 3Big Tasty”. This strategy is to avoid

cannibalization of the products by the others.

They also innovated a lot to create a larger and more complete offer with the entry of the McWrap for

example or the McSalads. The more diversity there is, the more satisfied the customers will be.

Place:

Customers have several choices when they want to order McDonald’s. They can go in one of the 1200

restaurants in France. They can order at the counter of McDonald’s or at the McCafé one. They have

also the possibility of using an automatic machine to order.

Then they have the possibility of the take-away order from inside or outside the restaurant.

Finally they can use the McDrive which is the most commonly used, especially outside the big cities.

The restaurants of McDonald’s have all been redesigned to give a high-end image of the restaurants.

The McDrive and the Take-away have not yet been the target of redesign of the activity.

Price:

McDonald’s is fast food which gives affordable prices. There are decreases if you are students.

The Happy meals are very affordable and a normal meal, without additional items, never goes up to 10

euros.

Promotion:

McDonalds uses for its promotion several components.

TV, print and above all sales promotions are the tools the most used by McDonalds for its promotion.

Regarding the print, they use billboards and bus shelters.

Sales promotions are what McDonald’s uses the most, with the happy meal offers (premium inside),

the monopoly game each year (sweepstakes) and coupons.

C) Market trends

The Green trend is very important nowadays.

People want to but healthier products, food but they also want to pollute less, to drive less.

The hybrid trend is the solution for this demand.

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The fast trend is also present. French companies and people want to eat quicker and lose less time.

They need quick response to their expectations.

The healthy trend is something essential in France nowadays. With the percentage of obesity increasing

in France, McDonald’s positions itself as giving healthy food. The nutritional explanations on the

packaging are a proof of their positioning.

D) SWOT analysis

To show you that McDonald’s has the potential to launch this new service we have to look at the

strengths, weaknesses of the company and the opportunities and threats of the market.

Strengths:

- First of all McDonald’s is the leader of the fast food market

- The service of Home delivery has already been successfully implemented in other countries

like India

- McDonalds have a large target

- The financial health of McDonald’s is still growing and in a very good state to launch an innovate

program

- The last strategies of McDonald’s have become great successes

- The McDrive and the take away are the best activities of McDonald’s, representing 55% of the

French turnover. They have never been redesigned or been the target of promotional programs

- The supply chain of McDonald’s is well organized

Weaknesses:

- There already exist some competitors well placed in the home de delivery service segment.

- If they launch this service it has to be managed by all the restaurants and implement according

to the environment values of McDonald’s.

- They will need to employ many people to satisfy all the customers.

Opportunities:

Some opportunities in the market can give an advantage to the launching of the new McDonald’s

service.

- The online purchase.

Even if the purchasing power of the French is decreasing, the amount of purchases online is

still increasing in France. In 2009 there was 23 million of cyber buyers in France and there was

a 18 % growth in a year. McDonald’s should uses a lot this new trend to put in place its service.

- The social media.

Every company has to be on social media today. Customers find there the information they

need about the company. The satisfaction and dissatisfaction are present there with advocate

and madvocates. Create a community on social media enhance the awareness of a brand and

can make a promotional program works better.

- Sustainable consumption

People want to consume better and they don’t want to harm anymore the environment. The

home delivery service has to cope with this new trend. McDonald’s which engages a lot in the

environment can uses its knowledge and experience to create a green service.

- Growing market of home delivery and work delivery

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This market is growing enormously for few years. This activity belongs mainly to the pizzerias

and then then the sushis and other ethnic foods.

The global fast food market is growing faster than the food market (5% a year for the fast food

against 3% a year for the food market)

- The tobacco law:

Since the law banning smoking in the restaurants, the home delivery has been of the solution

- India home delivery service

This service exists already in India and works well from many years

- Partnerships

- It is a god way to promote better in a certain amount of time. The right partner can lead to a

quick growth.

Threats:

- Competitors’ experience: 60 % of the home delivery market belongs to the pizzas market. The

sushi competitors have also a long experience on this service

- Legitimization: Will it be accepted by the customers to launch this new activity? Is it coherent

with the current strategy of McDonald’s

- Protestation: McDonald’s as other fast food chain of restaurants are often criticized by green

protestors. McDonald’s has to be careful by launching this new activity.

E) Competitive analysis

The best competitor of McDonald’s. It has about 20 % of the market share of the fest food market, McDonald’s 70%. They have today almost 400 restaurants in France. The take away and the restaurant are possible. They tried the home delivery service

From the group Yum! Brand. They have about 70 restaurants in France. Take away and in the restaurant are possible

Just come back in France after left at the end of the 90’s. They will surely try to win some market shares.

From the Yum! Brand group as KFC. They have 60 % of the home delivery service. Take away and in the restaurant are possible. They had 120 restaurants in 2011

About 70 restaurants in France. Restaurant which does in place, take away and home delivery service.

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215 restaurants in France in 2011. Their objective in 2013 is to open 120 restaurants and at the end to be better than McDonald’s. They do Take-away and in the restaurant.

With 120 restaurants. In the restaurant and take away

Competitor regarding the McCafé activity.

The biggest competitors for the new activity will be Pizza Hut and Sushi Shop. But Quick stays the best

competitor in the fast food industry and could launch a innovate program to counter McDonald’s

growth.

F) Previous promotional program

McDonald’s has already created and put in place famous programs.

In 1985 they implemented the “It happens like that in McDonald’s”. This program has been going on

until 2003.

Then in 2003 they changed this one and launched the program “That’s all I like “with the famous slogan

“I’m loving it”

Finally the launched in 2008 the “Come as you are” program

Regarding the usual promotional program, McDonald’s uses a lot its communication budget to promote

the happy Meal offer, always in partnership with licensees. Actually it is the “Asterix” licensee from

Hachette which children can find inside the Happy Meal.

Finally sales promotions with sweepstakes and coupons are common at McDonald’s France. The

famous Monopoly game sweepstake happened each year since 1987. Then you can find easily come

coupons offers for McDonald’s.

G) Review of existing program: Come as you are

The communication plan of “Come as you are” in France has been a big success even if some bad buzz

could have been avoid. The net budget of this campaign was 12 million of euros (30 million brut).

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This campaign promoted the diversity, everyone can come to McDonald’s and consume. Some of the

pictures of this campaign were people from the ordinary day and after they launch the campaign with

characters from movies.

What was also innovating was that they focus on the seniors in one of the TV spot.

In fact they got a problem with a blind Canadian guy which has been expulsed of one of the restaurant.

To respond to his claim McDonald’s has not been able to make a lot of efforts on the social Medias. It

gave a bad buzz.

The factors of success for this campaign was the innovation, the diversity and the creativity. The

message is very powerful.

The agencies BETC Euro RSCG, Duke and OMD won the award Grand prix strategy for this campaign in

2009. The results were very good with more than 1 200 GRP (growth rating point) on the 15-49 years

old people for the TV plan.

III. IMC Plan

A) The service

Launching the home delivery service for McDonald’s France in for the 32000 restaurants.

This service will be organized in partnership with Renault and its Twizy.

Brand image

McDonald’s has developed since a few years an environment image. This image has to be

predominant in this marketing plan.

The effectiveness and the quality of the service have to be put forward.

This plan is a way to increase the brand awareness and also to create a new universe with the last

mascot. This mascot should represent all the customers, all the happy customers.

A fun image and modern has to be incorporate to this plan.

USB

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To satisfy the families, the companies, the people which don’t have enough time, and the people from

3 to 77 years old, we want to develop a new activity for McDonald’s: the home delivery service. We

want to respond to the lack of time of people, to the people who want to stay at home, and especially

to the people who does not want to harm the environment anymore.

The answer is the home delivery service of McDonald’s in partnership with the Twizy of Renault.

The service will be called McDelivery. The word Delivery will be in green to embody the environmental

component of this service.

The USB of McDelivery will be: “Nous venons où vous êtes “or in English “We come where you are”

Indeed as the last promotional program “Come as you are” is an enormous success, we decide to

keep this idea in our USB for the new activity.

Positioning

Home delivery service for fast food according to the environment. Fun image and effectiveness to

reach a large audience.

B2C or/and B2B

The service will target B2C and B2B with special offers for each of them.

Indeed there is a trend in the companies to get food delivered. It is an important market and new

types of customers to reach. The B2C market has to be targeted to keep the loyal customers and

create relationships with others customers.

The B2C are the main target.

B) Marketing objectives and strategies

Objectives

In terms of market share, we want to increase our market share in the fast food market by 10 % the

first year. Regarding the home delivery service, 60% of the market share correspond to the pizzerias.

We want to grab half of the share by three years.

In terms of volume, there are 1.2 millions of customers every day. We want to achieve 150,000 meals

ordered by home delivery service every day.

The turnover of McDonald’s France is 3.3 billion of euros in 2012. We expect a growth of 0.20 % the

turnover in a year and a growth of 1% in three years.

Strategies

The main strategy is to offer a complete and diverse offer regarding the products but also the

distribution.

We want to keep the loyal customers, get new ones in B2C and B2B.

We want to attract the people who care about the environment by the partnership with Renault.

We want to create a special program for the companies.

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Then we want to become a reference in the home delivery service as our competitors Pizza hut or

Sushi shop.

Finally we want to be considered as unique in the fast food industry compared to our closer

competitor Quick.

C) Communication objectives

The first objective of this communication plan is obviously to improve the brand awareness of

McDonalds. More precisely McDonald’s wants to make people remember the environmental

engagement of McDonald.

Then McDonalds wants to be seen a cool and modern brand, present on social media and innovating

in its promotional program.

To become more modern the Ronald mascot has to be replaced completely by the new one the box

Happy Meal. The values of happiness and fun belong to this mascot therefore it is definitely a tool to

improve the brand image.

The message of the communication plan, “We come where you are”, has to become an important

slogan for McDonalds and a synonym of effectiveness.

The communication tools have to be diverse to touch a maximum of potential customers. Finally to

bring the image of fun for McDonald’s, we need to involve the customers to make them use even

more the new service and the company.

D) Budget allocation

Media Sales Promotion Public Relations

60% 25% 15%

The budget will be taken by 40% by Renault.

E) Creative strategy

This IMC plan is about improving brand awareness. To do that we will developed news ways of

communications to involve the customers.

Integrate definitely the new mascot in the eyes of the customers with several promotional

operations.

In order to make the launching of the new service a success, a buzz has to be made with the help of

media, internet, sales promotions, and a partnership.

Finally the green image needs to be an evidence to the customers at the end of the campaign.

The message will be “Nous venons où vous êtes”. The customers have to feel privileged, have to be

sure that we are effective. The green image of McDonald’s will be visible with the name of the service

McDelivery.

The campaign will start the 15th of January 2014 for one year

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F) IMC mix components

Media

To make this IMC a success we will several media.

Print, Outdoor and Broadcast.

Print:

We will create five different ads for magazines.

These ads will be seen in different kinds of magazines: the McDonald’s magazines (Air le mag and Air

le kid), Metro, Direct Matin and 20 minutes.

This operation won’t be continuous but occasional. We will launch the ads the 15th of January during

one week, then another week one month later until March.

We will put the ads again on September one week until November.

These ads will be in all the cities where the magazines are printed.

Air le mag: 315,000 free printed editions per month for 10 months. Distributed in the 1200

restaurants.

Air le Kid: 315,000 free printed editions per month for 10 months. Distributed in the 1200

restaurants.

For Metro: in twelve cities. In 2012, around 3 million of readers

For 20 minutes: twelve big cities and a national edition. In 2012 there was 4.28 million of readers.

For Direct Matin: National edition and Ile de France one. Around 2.694 million of readers.

The strategy is to make a quick buzz. These magazines are the ones that have the larger audience

because they are free.

The ads: We will use the mascot Happy for the five different ads. On each of the ad there will be the

logo, the name of the service (McDelivery) the message “ Nous venons où vous êtes” and the

Facebook link, twitter link and internet link for the special service McDelivery : www.mcdelivery.fr

The creation on the ads will be:

- The mascot on a Twizy around the triumph arc

- The mascot on a Twizy in front of the Marseille port

- The mascot on a Twizy in front of the Place Bellecour at Lyon

- The mascot on a Twizy in front of the Capitole of Toulouse

- The mascot on a Twizy in front of the Beffroi at Lille

These ads will be also on the outdoor ads.

The partnership with Renault will be explained in the Public Relations.

Outdoor:

For the outdoor ads, McDonald’s will choose bus shelter.

We will choose to be represented on 5010 bus shelter a week in France. We advise the Urban Conso

offer of JCDecaux to target more the people near super and hyper markets. This way we will target to

more diverse people we want.

The creations will be the same as the print ads.

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The schedule of the outdoor ads will be: one month between the 15th of January and the 15th of

February. One month again in May, one in September and one in January 2015.

Broadcast:

We will create a TV spot in partnership with Renault.

This TV spot will be broadcasted on different TV channels: TF1, M6 and Canal +.

With these three channels we expect to target the most amount of different people.

The TV spot will be broadcasted before the news of 20H (and le Grand Journal for Canal +) during one

whole week from the 15 of January.

Then we will launch again the TV spot in May, in September and in January 2015 according to the

schedule of the outdoor ads.

The storyboard of the TV spot:

We will also launch this spot on the cinema to get an innovate approach and to reach more people.

Renault has been used to broadcast some spots on the cinema.

This spot will be broadcast according to the same schedule with the 15th of January, which is a

Wednesday. In May it will be the week starting the 14th of May, in September the 17th and for

January 2015 the 14th.

Finally the spot will always be available online but we will explain that later.

Interactive:

We will advertise on internet: banners, home page cover and on our website.

The happy mascot

goes out of the

McDonald’s of the

Champs Elysées.

He goes into its

Twizy and drive.

Happy goes to Marseille to give a

meal to a family, then in Toulouse to

young people then in Lyon to workers.

After you see multi videos in small

squares in a whole scene with diverse

people: seniors, families, and so on.

It finishes with the logo

of McDonald’s.

“Nous venons où vous

êtes “

McDelivery

www.mcdelivery.fr

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We will keep the same creation than for the print. We will create a home page cover for different

websites as Allociné, Air le mag, Premiere, Renault, and McDonald’s

We will use banners in informational websites as Metro, Direct Matin, 20 minutes, Le monde, and

regional newspapers websites.

The banners will be on the websites for the same schedule as the print ads: the 15th of January during

one week, then another week one month later during three months. We will put the ads again on

September one week for three months.

The Renault website (http://twizy.renault.com/fr/index_3d.html) and McDonald’s France website will

have the ad on the cover of their website during the first month.

The Facebook cover banner of Renault and McDonald’s will also have the McDelivery ad during the

whole year.

Sales Promotion

Sweepstake:

To involve the customers and create a big buzz, we propose to create a new sales promotion

sweepstakes which will be interactive, and print.

The strategy is launch a new sweepstake as successful as the monopoly game.

The sweepstake will be called: Find Happy Green

During one month, March to April, customers will have to find Happy Green to maybe win the service

McDelivery free for life and others gifts.

For this sweepstakes we will create in partnership with Renault Twizy, a mobile application for Apple,

Android and Windows and a specific website: www.findhappygreen.fr

The products ordered for the home delivery service will have green thumbnails on them.

With the thumbnails you have the possibility to win directly: McDelivery for life, for ten years, for five

years, for one year, for three months and for one month.

If you don’t win directly you will get on each thumbnail a code and a QR code.

This code will get your to the website www.findhappygreen.fr

On this website you will choose an avatar, your city and you will put inside a Twizy.

You will write your code and the Twizy will drive until a specific doormat.

If the door opens and it is Happy Green, you will win something, if not you lose.

Coupons and sales offers:

To get people try the new service we will create special offers in coupons for the Home delivery

service. Some of them will be:

- For one Maxi Best of meal purchased, the dessert is offered in the second one

- For one McWrap meal you have the Pti Wrap offered

- For one Maxi best of meal purchased, the second maxi is at the price of the best of

- 10 % of discount on the order with the home delivery service

- One Big Mac offered with Home delivery service

- One Happy meal, the second one free

These offers will occur continuously to keep the customers loyal.

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Public relations

To make the image of McDonald’s more modern we need to develop the social media image and the

communities.

We will advise to develop the twitter image which can be a way to inform people about the

McDonald’s France news, about games and sweepstakes. To target the B2B, twitter has to be

developed.

Then we will create a twitter page only for the McDelivery with hashtag #mcdeliveryfrance.

For Facebook we will create a fan page McDelivery.

We will broadcast continuously the spot on McDelivery on YouTube from the moment of broadcast,

the 15th of January.

We will also advertise on internet for the event Happy Green.

With some banners, the social media and a video.

The video will be named as: Happy green where are you?

In this video you will see Happy Green on a sofa, watching the news.

He takes his phone and decides to order McDelivery.

He forgot where he lives

He is completely lost.

Help him! Find him! Find Happy Green on www.findhappygreen.fr

This video will be on YouTube, on the Facebook and twitter page of McDonald’s France and on the

Renault’s page.

The video and the banners will occur during the month of February 2014

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Media planning

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IV. Evaluation To be able to measure this communication plan we need several tools.

For the banners, home pages cover we can use the CPM, cost per thousand impressions. This way we will be able to

know how many impressions on each of the banner we got.

For the TV spot and the bus shelters we can use the GRT, Growth rating point.

The Growth rating point depends on the penetration or on the cover rate (which corresponds to a specific target) and

on the repetitive chances to be in contact with the advertisement.

This a very effective tool for outdoor and TV.

For the social media, it will be good to analyze the activity, the number of likes, of tweets and see if there is a growth.

For the sweepstake we can, with Google analytics, know how many people went to the website www.findhappygreen.fr

or the mobile application. We can have some statistics about how many people played, how many people won and so

on.

Then for the McDelivery, with Google analytics we can also measure how many people went to the site as visitors, how

many buyers and so on. Thanks to formulary within the website we can also know the demographics, and the age of

the people who will buy with the home delivery service.

V. Conclusion

McDonald’s has all the reasons to launch this new activity.

Leader on the market and innovative, new activities corresponds exactly to the actual strategy of evolution of

McDonald’s.

To improve its image on the web and to make people truly believe for their green engagements, the partnership with

the Renault Twizy is surely the answer.

Then, creating a new universe of advertisement with his last mascot can lead them to a better image, and give them

a modern and fun image.

Finally this plan can lead to more involvement of the customers and more engagement in the brand community.

McDelivery is obviously a good solution, and McDonald’s has all the strengths and opportunities to make it happen.

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References

http://fr.wikipedia.org/wiki/Restauration_rapide

http://www.mcdonalds.fr/entreprise/entreprise/qui-sommes-nous/chiffres

http://www.mcdonaldsindia.com/restaurantlocator.html

http://mcdelivery.co.in/

https://www.mcdelivery.com.sg/McDelivery/Faq.jsf

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