McDonald's introduces exciting features in the McDelivery® App

Leo Burnett India has conceptualised a web film to highlight the app’s user friendly UI

e4m by exchange4media Staff
Updated: Feb 11, 2017 4:00 AM
McDonald's introduces exciting features in the McDelivery® App

For the convenience of consumers when they order their favourite food options, McDonald’s India (West & South) has come out with a new update for its McDelivery app. With the revamp and introduction of a host of new features, McDelivery now offers a seamless and intuitive experience with a more user friendly User Interface (UI) for its delivery customers.

McDonald’s has revamped its entire McDelivery app experience, by introducing a host of consumer-centric features. One such feature is the maps integration that now allows consumers to just drop the pin on the map and know if they’re in the delivery service area to get delicious food delivered to themselves or to their loved ones, right at their doorstep.

Personalisation has been the priority with the launch of the new app. Customers can customise their favourite burger by adding/removing ingredients in an intuitive way as per their preferences. Moreover, they can place smooth and fast orders by choosing from McDonald’s exhaustive list of McCafé beverages, desserts and meal options.

To get real-time tracking on the phone, one can simply place orders and track the status of his or her delivery. The app also has enhanced digital payment solutions and FreeCharge e-wallet for easy cashless transactions. With the order history feature, customers can view their past orders and reorder with a simple click. As a gratification, now customers can also use the ‘Refer-a-friend’ feature to enjoy complimentary burgers.

Speaking about the new app, Ranjit Paliath, Vice-President, Business Operations, Hardcastle Restaurants, McDonald’s India (West & South), said, “We launched our McDelivery Services App (MDS app) in 2014, with the objective of providing consumers their loved food at their fingertips. In fact, our web and mobile platforms contribute over 55 per cent sales of the total McDelivery business for McDonald’s (West & South). With the revamped MDS app, we are confident of connecting more than ever with consumers and offering them easy, personalised, and truly useful features.”

For the first time ever, instead of launching unique features through an ad, McDonald’s and Leo Burnett India, have explored a web film. Conceptualised by Leo Burnett, the film focuses on relationships and people bonding over food. This web film for McDelivery showcases the funny day-to-day interactions between two retired neighbours dubbed as frenemies as they never see eye-to-eye. And yet, when one of them faces disappointment, the other comes to the rescue with the help of the McDelivery App. The film will be showcased across all digital and social media channels.

Speaking on the new app and the film, Kedar Teny, Director – Marketing and Digital, McDonald’s India – West & South, said, “The new web film shot for McDelivery showcases an unexpected yet endearing tale of two retired frenemies who later come together over food. It clearly depicts a simple message of offering customer convenience and allowing consumers to enjoy their favourite meal from McDonald’s anywhere, anytime of the day.”

Speaking about the idea, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “The joy of working with McDonald’s is that in every brief, we have a strong opportunity to build India’s most loved food brand. When we heard about McDelivery’s new features, we were sure how we wanted to pitch it to our users. Not as a set of features, but as endearing, everyday moments that make up our lives. In this execution, we’ve achieved that beautiful balance between a story that people want to watch and share, and a product idea that improves our lives.”

For offering quick delivery, McDelivery® has also partnered with Zomato and Food Panda. The new McDelivery® app is now live on Android and iOS platforms. McDelivery is available at more than 145 McDonald’s restaurants across west and south India.

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