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McDonald’s Delivery App Creates Waves but Does it Translate into More Sales?

Article from: 
Malaysia
Mon, 15/06/2015 - 04:00
By: 
Azlee Jamil
McDonald's McDelivery App in Malaysia

McDonald’s in Malaysia sought to grow its market size and penetration by releasing its online McDelivery app nearly a year after it was launched in Singapore.

The launch of the app in early April created a lot of ‘Buzz’ for McDonald’s, making the company #1 in the YouGov BrandIndex BestBrand Overall Malaysia Buzz Rankings for June 2015. However, Malaysian consumers’ ‘Purchase Intent’, according to YouGov BrandIndex, remained unchanged throughout the period, with the fast-food company seeing only organic growth.

‘Buzz’ scores under YouGov BrandIndex measure the net of consumers’ positive and negative views on a brand within the Quick Service Restaurant sector. It is also a measure of consumers’ awareness of good or bad news; an advertising or a PR campaign; or a product launch taking place over certain period of time.

While there were some early adopters utilising the app at the beginning, which is possibly due to the free delivery for the first purchasers; however, others commented that they were facing technical problems within the app due to a difficulty in inputting their delivery address. Some app users also encountered delivery timing issues.

Despite the fact that Malaysian consumers are embracing e-commerce at an increased rate and Malaysia being one of the largest e-consumers in South-East Asia alongside Singapore and Indonesia, YouGov BrandIndex only shows a jump in terms of buzz due to the delivery app and it doesn’t translate much into purchase intent.

YouGov BrandIndex is the only daily consumer perception research service of brands, taking 300 interviews every single day from a representative Malaysian population sample, conducting more than 11,500 interviews per year. Respondents are drawn from an online panel of more than 30,000 individuals in Malaysia.

*Note: Scoring population includes those who gave an opinion only, with a moving average of 1 week.

Buzz* vs. Purchase Intention* of McDonald's in Malaysia*
McDonald's McDelivery App in Malaysia
People Illustration