McDonald's to start home-delivery service

http://www.koreaherald.co.kr/
business section 2008.04.11


Summary

McDonald's will start delivery services in korea. To expand its reach and improve accessibility, the world's largest hamburger restaurant chain make this decision. This is offered only in few countries. The decision is part of a strategy to be more convenient to consumers, said Ray Frawley, chief executive of McDonald's Korea.

The icon of globalization and American culture has managed to achieve steady growth in Korea, a market that has been touting low-fat Asian meals and more healthy choices amid the so-called well-being trend.

Stressing that "many more consumers" in Korea will be able to enjoy McDonald's, Frawley said: "Our delivery service to begin in 2008 is in line with our focus on convenience; we will capitalize on the needs of consumers."

Taking on board the ongoing well-being trend, McDonald's introduced healthy choices like salads and the Okok shake, a Korean-style milkshake made of grains. It also offers a healthy kids' menu.

As perhaps the best-known restaurant chain in the world, the American cultural icon is often scrutinized for the quality of its food preparations, ingredients and business practices.

Opinion

Most of people in the world will know what the Mcdonald is. Actually you cannot ignore it because it is spreaded all around the world. Even if its high fame in food industry, they are trying to get more popularity especially in Korea. According to article they are stating delivery service for customer's convenience. I think it is going to work because the food delivery service is so familiar in korea. For example, If you just order over 5,000won from chinese restaurant, you can get them without going out from your house.

This kind of marketing is segmented to people who do not have time to go to Mcdonald's or do not want to go out in some reasons. The more people get involved in their life deeply, the more they do not have time to go shopping or eating out. Also people seems to prefer spending time relaxing themselves when they have spare time. By many different reasons ordering food in the office or home is going to expand widely. This is based on research for customer's needs.


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