McDonald’s has rolled out a way to order directly from its website, Mcdonalds.com in the U.S.
The new option allows customers to order from its site without needing to download an app, log in or create an account.
The first-party delivery channel was created in partnership with DoorDash, and orders are fulfilled by Dashers. While the Golden Arches has integrated with the third-party delivery giant since 2021, this option bypasses the DoorDash app entirely.
A strategy shift
What’s interesting is that McDonald’s has long focused on driving traffic to its mobile app to boost loyalty and digital sales. It seems the idea is to capture customers who prefer not to deal with app downloads.
“With millions of customers visiting McDonalds.com each month, this channel extends our reach,” said Tim Snyder, head of delivery at McDonald’s USA. “It reflects our continued commitment to meeting customer demands and strengthening accessibility across all touchpoints.”
App is still huge driver
Even with this new ordering route, McDonald’s loyalty program, largely driven by its app, is still a huge part and focus of its business. It has 185 million active users across 60 markets. CEO Chris Kempczinski pointed out during the latest earnings call that loyalty members visit McDonald’s much more frequently, about 26 times a year, compared to 10.5 visits for non-members.
McDonald’s and DoorDash’s global partnership currently supports McDelivery in 29 countries.
