After the push of the pandemic, delivery and digital platforms now figure among the main investment plans of large fast-food chains for 2022.
McDonald’s foresees expansion in three pillars: delivery, drive thru and digital. According to Paulo Camargo, president of the company in Brazil, today around half of the brand’s orders go through digital channels, with sales increasing, including through WhatsApp. In 2019, the percentage was close to 10%.
“McDonald’s is learning to make delivery. This was not our business,” says Camargo.
He assesses that food delivery should continue to grow, but at a slower pace than in 2020, the first year of the pandemic, when the company saw delivery jump tenfold compared to the end of 2018.
McDonald’s has also been looking more towards the traditional drive thru. In addition to working to reduce delivery times, Camargo says the company is negotiating with vehicle manufacturers to allow customers to place orders on the vehicle’s on-board computer while driving to one of the stores.
At IMC (International Meal Company), which owns brands such as Frango Assado, KFC and Pizza Hut, the goal is to expand the number of its own platforms and invest in social networks as sales channels in the first quarter of the year.
One of the company’s plans is to make it possible to purchase Pizza Hut products on WhatsApp, Facebook and Instagram, according to marketing director Alexsandro Pinto.
He says that, currently, 30% of the brands’ sales already take place through digital channels, which would help to alleviate any new restrictions on the physical functioning of stores due to the pandemic.
with Andressa Motter e Ana Paula Branco
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