Just like you're there: An advertising campaign for McDelivery

• Main Author: Garcia, Andrea Jomina T.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18080
• Institution: De La Salle University

McDonald's is one of the most recognized and valuable brands in the world, and here in the Philippines, it has undoubtedly captured a significant share of 14.7% (as of 2009) in the fast food market. McDonald's guarantees quality standards in their operations, promising their customers an enjoyable and memorable experience with every meal that they consume. Starting with its first restaurant in Morayta in 1981, McDonald's continued to grow with more or less 300 restaurants nationwide. It pioneered a 24-hour/7-day system in the operations of it restaurants and delivery services to cater to the public's frantic and fast-paced lifestyles. Like most fast food restaurants, McDonald's established its own delivery service, McDelivery. At present, McDelivery offers a 40-Pesos fixed charged with no minimum food order requirement, and a 3-way ordering system along with its already existing 24/7 operations. One can avail of the delivery service by calling 8-MCDO (8-6236), visiting the online delivery site (http://mcdelivery.com.ph) and accessing the mobile application through BPI's Mobile Mall. From the results of the survey conducted by the group, McDelivery is the most preferred and has the highest top-of-mind recall among the given fast food delivery services mainly because of its additional features which are now perceived as its key strengths. However, while people enjoyed the good services of McDelivery, significant drawbacks which included low awareness and familiarization levels of its presence and even usage of some of its ordering systems limited their enjoyment of the strengths of the brand and service. The aim of the whole campaign is to significantly heighten the public's awareness of McDelivery's three ordering systems by at least 40% of the target market, and by focusing more on the two additions which are the online and mobile systems. Based on the surveys and interviews conducted, the target market's main concern was the lack of assurance and reliability regarding their order placements. This campaign will aid in influencing the public that there is no need to be doubtful of McDelivery as it now provides three easy ways to fully enjoy the McDonald's experience anytime and anywhere because McDonald's is as easy as 1-2-3. With the tagline Order just like you're there the whole campaign conveys the message of McDelivery's convenience, efficiency and reliability and communicates this to its target market.