McDelivery: Location targeting

After the launch of its delivery service in South Africa, McDonald's maximised its delivery operations collaborating with Google Search.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agency: OMDCountry: South AfricaIndustries: Restaurants & takeawaysMedia channels: Online display, Search marketingBudget: Up to 500k

Executive Summary

In 2015, McDonald's South Africa launched its delivery service. Fast food delivery within the burger category was a relatively new adoption within South Africa and would compete against established pizza brands, such as Debonairs.

McDonald's initially rolled out 80 restaurants with the delivery service. The delivery service was only available to consumers within a 5 km radius of the restaurant. The delivery call centre was responsible...

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