McDelivery Capacity-Based Marketing

A McDonald’s global first

With food delivery available at the touch of a button, convenience now wins over customer loyalty. How could McDelivery (McDonald’s delivery service) continue to be the big cheese in Singapore’s increasingly competitive fast food market?


We devised a campaign that focused on McDonald’s biggest strengths – the breadth of their store network and the depth of their owned data – to unlock the potential of each individual restaurant.


In a global first for any brand, we created an agile ad delivery system in partnership with Google which responded to real-time restaurant capacity, dialing ad spend and messaging up and down in each neighborhood. If demand spiked in an area and delivery wait times were longer, search spend decreased. In areas with excess capacity, spend was pushed up and the ad copy celebrated the low wait time.

McDonald’s maintained its spot at the top of the food chain. The campaign is now being used as a template for marketing globally.
Increase in monthly delivery revenue vs. target of 2%
Decrease in cost per transaction
Reduction in cost per click
Increased return on ad spend
Awards & Press
WARC Gunn Media 100
Use of Real Time Data Silver Lion
Cannes Lions
Media Gold
Spikes Asia
Creative Use of Data + Best Use of Real Time Marketing
Festival of Media Global

Stay in the know

Sign up
Successfully subscribed! Thank you!

By continuing to use the site you agree to our cookie policy