McDonald's Germany

Delivery radius is extended

McDonald's: own fleet to deliver up to 6 kilometers.
McDonald's Deutschland
McDonald's: own fleet to deliver up to 6 kilometers.

McDonald's is intensifying its delivery activities. The company and its franchise partners are increasingly relying on their own fleet and are thus significantly expanding the delivery area. However, orders will continue to be placed via Lieferando as a partner platform. For promotion, the quick service primus relies on Oliver Pocher as a testimonial: He surprises the guests as a delivery driver.

The McDelivery delivery service has been around since 2016, initially mainly in large conurbations. Deliveries were usually made by Lieferando couriers. "However, delivery to small towns was not possible for a long time with the existing infrastructure," the company now says in a statement. That's why McDonald's Germany, together with its franchise partners, is now also delivering Big Mac & Co with its own fleet of vehicles. This makes it possible to expand the delivery areas much more flexibly.

Meanwhile, the cooperation with Lieferando remains in place, as a spokeswoman told FOOD SERVICE: "In fact, where Lieferando provides drivers, we also deliver with Lieferando. We only take on our own delivery in localities where this infrastructure does not exist." The ordering process also continues to run completely via the Lieferando platform. Currently, there are no plans to change anything about the partnership, the spokeswoman said.

There is now a McDonald's delivery service in Germany in more than 350 restaurants, spread over more than 170 locations. The expansion is to be continued successively over the next few years. The delivery radius is up to 6 kilometers around a restaurant, depending on the fleet vehicle.

Prominent testimonial and competition

McDonald's has secured celebrity support to promote its own delivery activities. For one day, Oliver Pocher surprised guests who used the new delivery service in their town. McDelivery was staged with archways, disco lights, balloons and an oversized McDonald's bag. The campaign can be seen on the Youtube channel of McDonald's Germany, among others. The clip was conceived by the PR lead agency Salt Works, Munich. The clip was produced and directed by Nick Wolff, Düsseldorf.

McDonald's: Oliver Pocher als Lieferfahrer

To accompany the fleet expansion, the company is also holding an Instagram competition. The prize is a set of socks, a onesie and a pillow in McDonald's design. A total of three complete sets will be raffled off among all users on the company's own Instagram channel. To enter, users must leave a comment under the relevant post by 26 April 2021.
About McDonald's Germany
McDonald's is in the current Top 100 ranking of the largest gastronomy players in Germany (published by the industry magazine foodservice) with an estimated net turnover of 3.15 billion euros in 2020. The burger giant has a total of 1,448 branches in Germany as of 31.12.2020.