MCD · 10-Q · 2026Q3 · Full report

Digital Channel and Delivery Growth

MCDONALDS CORP · 2026-11-06 · Importance 20 · Surprise 24

McDonald’s continues investing in digital engagement, delivery, mobile ordering and payment, and drive-thru technologies to improve the customer experience. It is expanding and refining delivery initiatives, including integration with mobile ordering, while noting third-party delivery may be less profitable than non-delivery transactions and can create food-quality, food-safety and customer-satisfaction risks. Its McDonald’s > NEXT strategy and Make It Golden hospitality commitment also include systemwide training and generative AI-enabled technologies intended to improve restaurant execution and efficiency. The company says results depend on franchisee alignment, workforce capabilities, and effective adoption across markets.

Key facts

• McDonald’s advertising and marketing resource allocation across channels, including digital, may fail to reach consumers effectively, efficiently and personally; unsuccessful programs could decrease sales, guest counts and market share. source
• McDonald’s is emphasizing service-model improvement and customer relationships through digital channels, loyalty initiatives, mobile ordering and payment systems, and drive-thru technology; these efforts may not generate expected results. source
• McDonald’s reliance on technology systems supporting point-of-sale, digital and delivery solutions creates risk that system failure or interruption could significantly affect company or franchisee operations and customer experiences and perceptions. source