McDonald’s Online Services

Business Profile

Core Value Proposition

McDonald’s Online Services provides customers with an integrated set of digital tools for ordering, paying, and engaging with McDonald’s restaurants, including Mobile Order & Pay (MOP) for order-ahead and in-person pickup.

Target Customer

Global consumers who order from McDonald’s restaurants using online services, including mobile apps and ordering platforms; users who participate in deals and communications.

Key Differentiator

A global quick-service restaurant network of independent franchisees combined with centralized online services, enabling local restaurant supply, direct customer ordering, and digital engagement (e.g., MOP, deals, customer care).

Pain Points

1Not all restaurants participate in ordering; availability varies by location.
2Users must register an online services account and may need to enable location services; devices and payment methods required.
3Pricing, taxes, and refunds are determined by individual restaurants and may vary; refunds are at the restaurant’s discretion.

Key Features

1Mobile Order & Pay (MOP) for ordering ahead and in-app payments.
2Direct ordering to participating restaurants; payment via linked payment cards.
3Deals and promotions available through online services.
4Opt-in communications (emails, texts, push notifications) with preferences.
5Support for order cancellations, refunds via the restaurant, and customer care contact.

Target Customer Industries

Competitive Advantages

1Extensive global footprint with 44,000 locations and 68 million people fed daily (operational scale and reach).
2Combination of centralized online services with a network of independent franchisees enabling local execution.
3Varied digital engagement options (ordering, payments, deals, and communications).

Key Benefits

1Convenient order-ahead and pickup through MOP

2Direct purchasing from participating restaurants with card-based payments

3Access to deals and promotions

4Flexible communication preferences and opt-out options

5Clear delineation of responsibilities between McDonald’s, its subsidiaries, and independent restaurants

Additional Product Information

Product Description

A suite of digital tools for McDonald’s customers to interact with the brand online, including ordering for pickup, Mobile Order & Pay, payments, deals, and communications; supported by a network of independent restaurants and franchisees.

Target Market

Global customers of McDonald’s who use online services to place orders, pay, and receive promotions; restaurants and franchisees relying on the online platform for customer engagement.

Unique Value Proposition

Global reach and local execution through independent franchisees, combined with convenient digital ordering and engagement features that foster community connections.

Technical Requirements

Online services account; compatible device; enabled location services for ordering; a supported payment method; understanding that payments are processed by third-party providers; age requirement of at least 18 for using online services.

Pricing Model

Prices are determined by individual restaurants and may vary; taxes and fees as required; offers/deals subject to availability; refunds at the discretion of the restaurant; price discrepancies should be resolved with the restaurant.

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