McDonald’s India’s digital channels contribute 70 per cent to its total sales. The digital channels include e-commerce, mobile applications, and Self-Ordering Kiosks (SOKs) across its restaurants.
“We see strong consumer adoption here, with over 39 million cumulative app downloads to date and approximately 3 million monthly active users. The substantial digital sales contribution reflects our successful omnichannel strategy, where we work to create a unified experience across all customer touchpoints,” Arvind R.P, CMO, of McDonald’s India (W&S) told businessline.
The fast food company recently introduced a Korean range starting at Rs 69, as part of its strategy to bring a global experience to Indian consumers.
“We have been observing the deep impact of Korean culture in India - from entertainment to lifestyle, and recognised that Korean cuisine is a natural extension of this cultural appreciation. The Korean Range has authentic Korean flavours like Gochujang and Kimchi-inspired seasonings. Our current Korean Range is an example, we have taken the bold flavours of Korean cuisine and applied them to fan-favourite McDonald’s items,” he said.
The company has also witnessed the growth of omnichannel experience among consumers.
“A trend we are observing is that customers are looking for Omnichannel experiences. The modern consumer journeys span multiple touchpoints and we constantly work towards ensuring that our experiences are designed omnichannel,” Arvind R.P said.
Growth centres
The company has identified South India as a growth opportunity and will be expanding its presence there.
“As part of our Vision 2027, nearly 60 per cent of our new stores are planned for South India, addressing what has been an underpenetrated region for us. Simultaneously, we have observed that smaller and emerging towns are also performing better. We are targeting to open 45-50 new restaurants every financial year, which aligns perfectly with our Vision 2027 goal of reaching 580-630 stores by 2027,” he added
Further, the company is looking to expand its store presence in smaller towns, and underserved geographies and deepen its presence in both metro and tier-1 cities.