Yeah... a lack of delivery WAS the reason I had been avoiding McDonalds.
The people eating McDonalds and the people paying for food delivery are not the same people. I'm pretty sure their intersection is statistically insignificant.
This is never something you should believe in a major, for-profit company heavy on management. Those companies have people investing in all kinds of BS all the time everywhere from top to store level. That includes McDonalds which is easy to verify by just listening to the employees talk about management and company politics.
Now, it may be a good idea that might have come from someone thinking well. A big company investing in it across the stores isn't proof of that in any way, though. One needs more details.
This is never something you should believe in a major, for-profit company heavy on management.
It takes an astonishing amount of hubris for any single individual to believe they can really have market research superior to a company's when it comes to the company's core competency. Even where it's true, I expect such an individual to have a far more reasoned claim than, "for-profit companies with lots of managers suck!"
Just because companies try things and fail all the time doesn't mean they're not well-thought out and often even well-executed. Do you honestly believe "management heavy" companies are full of people who don't know what they're doing? How do you know what their research teams do or don't do, and know or don't know?
On what basis can you even begin to assert an absolute statement like the one you just claimed? You didn't provide a substantive argument, all you said was companies try things that fail all the time, and implicitly repeated the meme that managers are just vapid drones in the aggregate.
It really doesn't. All it takes is a person to listen to people that work at these Fortune 500 companies talk about how big decisions get made. I did that most of my day for years. I also read what many say on online forums. I believe there's plenty of smart people in them including excellent marketers at McDonalds. There's even plenty of well-informed decisions and sensible projects.
However, years of empirical data says what makes most of these companies run amounts to political skill of managers and the Peter Principle. Again, that's not my guess so much as what people in the middle and on the ground tell me. The low-level employees of big, food chains also gripe about corporate visitors saying they're worthless by adding nothing to what's going on or things they say are hugely disconnected from how the place runs day-to-day. As if they're managing a different, better-run company with more staff. Those people come and go with high turnover but a fraction of them move up into the positions making bigger decisions despite adding about nothing to the effectiveness of their restaurants. Gotta be politics and authoritarianism instead of performance given the data.
http://www.gallup.com/businessjournal/167975/why-great-manag...
There are no less than three groups of senior citizens who come every single day for breakfast. There are a number of people who go there all of the time because they like it. They show up in $100k cars because they want something from McDonalds.
I grab breakfast at McDonald's all the time. I can afford to pay more for food, but I really love McDonalds breakfast. It's fast, convenient, and unlike other fast food restaurants it doesn't taste like a poor version of better food. McDonald's taste's like McDonald's.
That being said, I only order delivery when I'm with other people, so I can't really see myself utilizing the service often. I can, however, see someone ordering like 100 McChickens (or happy meals) if they've got a huge group of hungry kids.
Maybe I'm in the minority, but most of the time food quality is not the #1 most important thing when I eat, speed is more often a consideration for me, I find myself going "well, I can sit down at a restaurant and waste an hour or grab an egg mcmuffin in 5 minutes", especially when eating alone I tend to lean on the quicker option so long as it doesn't taste actively bad to me.
Eating a McDonald's breakfast isn't going to kill me. Honestly, some of the 'healthy' foods I see people eating are way worse. There might be a ton of salt, but it's not loaded with carbohydrates and sugars.
So how did you single-handedly quantify what entire market research teams somehow overlooked about a major initiative within their own company?