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McDonald’s launches single number for quick delivery; plans TV campaign

17-March-2007
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McDonald’s launches single number for quick delivery; plans TV campaign

McDonald’s has launched an all-India single number for its quick delivery service. Consumers across the country can just call at 66-000-666 and get McDonald’s food delivered to any destination. McDelivery was introduced for the first time in India at New Delhi in April 2004, and is now widely available in Delhi/NCR, Mumbai, Jaipur, Chandigarh, Pune, and Ahmedabad.

According to Vikram Bakshi, MD and JVP, McDonald’s India (North & East), “We plan to invest close to Rs 3 crore in enhancing McDelivery operations over the next three years. Currently, McDelivery accounts for approximately five per cent of our overall sales and it is our fastest growing platform. Building on this, we expect that the introduction of the single number and our focused marketing initiatives will fuel growth rates of at least 25 per cent per year over the next three years.”

To kickstart the launch of the nationwide single number, McDonald’s will launch a McDelivery television campaign, slated to go on air from March 16. The company will later make use of other media for the promotion of the service.

Speaking about the campaign, Bakshi said, “Our advertising campaign highlights occasions when our customers order McDelivery, whether at home or in the office. As always, we have strived to make our commercials interesting, fun and relatable to our customers.”

Bakshi added that the company plans to open more outlets around the country. He said, “We are working on various formats for better accessibility of McDonald’s by means of kiosks and express restaurants, in addition to drive-through and outlets at airports and railway stations.”

McDonald’s is planning rapid expansion by entering more tier II and tier III cities. It is also looking at increasing the number of highway restaurants, and expanding its base of restaurants in the Eastern region, after opening its first restaurant in Kolkata this month. There are plans to open approximately-25 new restaurants over the next year in Northern and Eastern India. McDonald’s currently has 108 restaurants in India.

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