The Challenge
In Colombia’s highly competitive food delivery market, McDelivery faced a critical challenge. Delivery apps were rapidly growing, with Rappi leading at 44% market share, followed by iFood with 9%, and Didi Food with 3%. This created a challenging landscape where third-party platforms shaped consumer habits, making it difficult for proprietary delivery services to thrive. The challenge was clear: break the habit of routinely ordering McDonald’s through third-party platforms and drive consumers to the McDelivery service. Increasing direct orders through the McDelivery platform would not only improve profitability by reducing reliance on third-party apps but also strengthen McDonald’s position in Colombia’s competitive food delivery market.
The Solution
McDelivery faced the surge of delivery apps by steering away from discounts and promotions, instead focusing on moments of joy. We showed consumers that our delivery is more than just food, it's capable of creating positive emotions. How did we do it? By capturing people's genuine reactions to the "happy chaos" that unfolds when McDelivery arrives with our orders. We used these authentic moments to build a campaign that achieved unprecedented sales results. We grew our own delivery by +84%, reaching an 11% share in the category, demonstrating that emotional connection drives sustainable business growth.
