McDonald’s to expand Japanese home-delivery service

November 16, 2013

By DAISUKE IKUTA/ Staff Writer

If you don’t want to go to the Golden Arches, the Golden Arches wants to come to you. The new president of McDonald’s Co. (Japan) plans to introduce its home delivery service nationwide.

Sarah Casanova, 48, said Nov. 15 she plans to spread home-delivery service, now available in some urban areas on an experimental basis, throughout the country.

Casanova, who assumed the post in August, amid sluggish sales at the fast-food giant, told The Asahi Shimbun in an interview in Tokyo she intends to make inroads into the growing home-delivery sector as the growth in the eating-out market has stalled.

According to Casanova, competition in the Japanese eating-out market is far more fierce as a result of that stalled growth. On the other hand, the home-delivery and take-out markets are expanding, she said.

In its home-delivery service called, “McDelivery,” McDonald’s staff will deliver food by motorbike to customers who call in orders or place orders through a website worth 1,500 yen ($15) or more. The delivery fee is 300 yen.

As of the end of September, a total of 86 outlets, including some in Tokyo, had implemented the new service.

Casanova plans to increase that number to 130 by year’s end, and eventually to most McDonald’s outlets.

Based on her analysis, Japanese consumers favor “variety” and “value.” She also plans to promote the development of new products.

McDonald’s (Japan) achieved increased operating profits for six straight years, starting in 2006. That was primarily due to the success of its “100 yen” value menu. Since 2012, however, business has been bearish.

Casanova said she also wants to explore products and services that are popular in other countries and introduce them if they are likely to suit the Japanese market.

By DAISUKE IKUTA/ Staff Writer
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New McDonald’s (Japan) President Sarah Casanova during an interview with The Asahi Shimbun in Tokyo on Nov. 15 (Daisuke Ikuta)

New McDonald’s (Japan) President Sarah Casanova during an interview with The Asahi Shimbun in Tokyo on Nov. 15 (Daisuke Ikuta)

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  • New McDonald’s (Japan) President Sarah Casanova during an interview with The Asahi Shimbun in Tokyo on Nov. 15 (Daisuke Ikuta)

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