Jon Taffer states that delivery customers are different from restaurant customers and
delivery does not cannibalize restaurant sales.
Of course, his only source for such information would be from the restaurant companies
and the delivery providers. It may or may not be true.
But consider this, other than the pizza companies restaurant delivery has never been
aggressively marketed. Given the power of OPNAD, if McDelivery is on OPNAD, it's
easy to think that much advertising will change customer behavior and will cannibalize
in-store and drive-thru sales.
Restaurant delivery has never seen anything like the clout of OPNAD.
Will McDonald's Operators spend their advertising money to move profitable sales in the
restaurants to unprofitable sales with McDelivery?
Or has McDonald's Corp. already committed OPNAD $$$ in their deal with UberEats?