THE BRIEF

McDonald’s – McDelivery Riyadh approached us with the following problems

1. Drop in online orders from McDelivery app
2. Drop in app sales contribution compared to other channels (website, web partners, etc.,)
3. Which ultimately resulted in lower ROI

Our target markets were the Central, Northern & Eastern regions in Saudi Arabia

THE STRATEGY

The primary target audience for the McDelivery App are people who are looking for fast food delivery.

But before we start walking on that path we followed a detailed deep dive into their existing users and their online ordering patterns.

We also identified the tracking issue (Kochava) during our audit and proposed fixing it before we launched.

The fix was necessary to identify the audience retention rate which was a key part of our optimisation steps and Kochava allows you to track these elements along with other key revenue metrics for better user understanding.

After thorough research we were able to identify where the potential audience was & in conclusion agreed on the below deliverables (KPI):

  • Drive New App Users (25K – 35K Monthly)
  • Increase Average Order Value (Also maintain it)
  • Increase Sales Contribution by 100% (Compared to last year monthly average)

1
PREVIOUS
CAMPAIGN
DELIVERY
2
AUDIENCE
BREAKDOWN
 
3
COMPARE
BREAKDOWN
WITH SALES
4
IDENTIFY CHANNEL
WITH HIGHER
CONTRIBUTION
 
5
IDENTIFY DEVICE
TYPE SPLIT
CONTRIBUTION
6
APPLY LEARNINGS
WITH CUSTOM
TARGET SEGMENTS
 
7
10 MILES RADIUS
CAMPAIGN AROUND
STORES
8
ACTIVITY
ROLLOUT

THE
RESULTS

0%
Achieved of the target monthly sales contribution target.
0%
Monthly new users to the app.
 
0K
Increased monthly revenue by
0%
Increased average order value by

UNITED ARAB EMIRATES
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