It is our routine that we often purchase our McDonald’s via the Drive-Thru windows. . And this time, McDonald’s Malaysia is placing a greater focus in their Drive – Thru business segment across the country. With the changing trends among customers who are looking for convenience during meal times, McDonald’s is one of the place which we often think about.
A recent study revealed that McDonald’s Drive-Thru meets consumers’ expectations in providing convenience during mealtimes. The greatest motivating factors that are driving consumers to use Drive-Thru services are that they are hassle-free and efficient. Not just having the convenience, consumer also have a peace of mind and assurance that they are not running out of time during a meal.
At present, McDonald’s prides itself on being the Drive-Thru market leader, identified as the most accessible and reliable brand in Malaysia. As McDonald’s continues to expand its footprint nationwide, the Drive-Thru business has become a critical component of its business strategy to elevate McDonald’s market leadership and keep its promise of delivering delicious feel-good moments to loyal customers anytime, anywhere.
Apart from providing convenience, McDonalds is also targeting to open 20 new McDonald’s Drive-Thru restaurants this year. This will complement the existing 167 Drive-Thru restaurants already in operations today.
“The Drive-Thru segment of our business has seen significant growth since the opening of our first Drive-Thru restaurant at McDonald’s Titiwangsa in 1988. And since then, the Drive-Thru segment has no doubt become an important key driver for the company, as Drive-Thru window sales contribute close to 50% of total sales for all 167 McDonald’s Drive-Thru restaurants,” said Azmir Jaafar, Managing Director and Local Operating Partner of McDonald’s Malaysia
The quick service restaurant’s leadership in the Drive-Thru business was further amplified during the recent Drive-Thru Weekend Challenge held from 26-28 April. Over the three days, a total of 473,860 cars zoomed off with their favourite McDonald’s meal from 167 McDonald’s Drive-Thru restaurants nationwide. The number of cars, if parked bumper to bumper, would be roughly equivalent to 150 times the length of the first Penang Bridge.
On top of that, McDonald’s successfully set a new record on 27 April for the highest vehicle count accessing McDonald’s Drive-Thru restaurants over the course of 24 hours, with a total of 164,235 vehicles. This led the company to be officially recognised by the Malaysia Book of Records for achieving the “Largest Participation for a Drive-Thru Challenge in 24 Hours”. McDonald’s Malaysia had previously held the record for most vehicles participating in a Drive-Thru Challenge in August 2008, where 18,677 vehicles drove up to 53 McDonald’s restaurants nationwide from 12pm to 3pm. A year prior, the record was 7,186 vehicles passing through 49 McDonald’s Drive-Thru restaurants between 12pm to 2pm.
With 15 years of success of the McDonald’s Drive-Thru VIP loyalty programme, McDonald’s promises greater consumer activation in the future as they continue to improve our operational efficiency.
An exciting consumer activation in conjunction with the Drive-Thru Weekend was also launched on the McDonald’s app from 17-30 April. The Drive-Thru Hero Challenge created much excitement amongst consumers as it encouraged them to drive-thru and check-in at as many McDonald’s Drive- Thru restaurants as possible to stand a chance of being among the Top 10 Drive-Thru Heroes. With 1
stop equalling 10 points, the Top 10 Heroes receivedcash based on their points. For others, every 5 stops at McDonald’s Drive-Thrus unlocked offers on McDonald’s menu items.