McDonald's Singapore: Restaurant-capacity-based advertising

To maintain competitive advantages, fast food McDonald's promoted McDelivery in Singapore in partnership with Google.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agency: OMD SingaporeCountry: SingaporeIndustries: Restaurants & takeawaysMedia channels: Search marketingBudget: Up to 500k

Executive Summary

McDelivery (McDonald's food delivery service) is one of the fastest growing sectors of McDonald's business in Singapore. It is at the forefront of the agenda for McDonald's to sustain business momentum. This is especially important in the face of increased competition from other fast food players as well as food delivery aggregators like Deliveroo and UberEats.

To maintain competitive advantage for McDelivery, we identified a way to...

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