Improvement the attributes of mobile food delivery application impact on consumer conversion – the context of McDelivery app in McDonald’s Viet Nam

Abstract

Mobile Food Delivery App (MFDA) have been widely considered as an innovative channel because of its effortless and cost-effective means to instantly reach consumers. Kapoor and Vji (2018) investigate the impact of mobile ordering app attributes for online food aggregators on consumer conversions in India. With the aims to synthesize the existing empirical literature on mobile app attributes, examine their impact on consumer conversion, specific focus on mobile food delivery apps, the study centers on the McDelivery mobile app and employs group discussions, semi-structured interviews with experienced consumers to propose a suitable MFDA attributes – conversion model. By conducting a descriptive statistic on 172 participants who completed a quantitative survey, this study provides important findings into the current state of the McDelivery mobile app and the valuable customer insights. It is essential for McDonald’s to pursue the “Accelerating the Arches” growth strategy, which has identified pushing hard into the two pillars of digital and delivery through the mission of investing in their own MFDA - McDelivery to aggressively engage with consumers and maximize users. Moreover, the implications of this study go beyond McDonald's and can be valuable to other fast-food restaurants and MFDA enterprises who are seeking to build their own successful MFDAs. The model recommended in this research is a significant development for the Vietnamese modern fast-food industrial, as they are the first to be empirically investigated, applied, and proposed for the own MFDA sector.