McDonald's Singapore: Capacity-Based McDelivery 2.0

Campaign details

Brand: McDonald's Singapore
Brand owner: Hanbaobao Pte Ltd
Agency: OMD Singapore
Country: Singapore
Industries: Restaurants & takeaways
Media channels: Mobile & apps, Online display, Programmatic display, Search marketing, Social media
Budget: Up to 500k

Executive summary

The food-delivery category in Singapore is growing phenomenally, with the introduction of food-delivery aggregators such as Food Panda, Deliveroo, the former UberEats and GrabFood all fuelling the category's growth spurt.

Although McDonald's was a pioneer in this category with the launch of McDelivery in 2005, the growth of these food-delivery aggregators made them viable competitors.

Instead of allowing its market share to be eroded, McDonald's recognised an opportunity to partner strategically with one of the aggregators, GrabFood, and leverage its customer base and delivery riders to not only maintain its market share, but also drive incremental sales.