McDonald's to start home-delivery service

Seoul,




McDonald's renowned golden arches are about to get even more famous. To expand its reach and improve accessibility, the world's largest hamburger restaurant chain will this year introduce delivery services in Korea, one of the few countries to offer such an advantage.The decision is part of a strategy to be more convenient to consumers, said Ray Frawley, chief executive of McDonald's Korea."Convenience is the key word to strengthen our growth momentum in 2008 and beyond," he said at a news conference held this week to mark the chain's 20th anniversary in Korea on March 29.

The icon of globalization and American culture has managed to achieve steady growth in Korea, a market that has been touting low-fat Asian meals and more healthy choices amid the so-called well-being trend.Stressing that "many more consumers" in Korea will be able to enjoy McDonald's, Frawley said: "Our delivery service to begin in 2008 is in line with our focus on convenience; we will capitalize on the needs of consumers."Home-delivery services are currently available in the Asia-Pacific and the Middle East, including Taiwan, Singapore, Indonesia, Egypt and Turkey.

Delivery services are introduced based on the needs of each individual markets, Frawley said."We look at each market in isolation," he said, in response to why the service is not available in the United States. "The U.S. market has a huge number of drive-thrus, which provide a level of convenience," he stressed, noting that each market has different growth drivers."The delivery service in Korea is ingrained in the culture," he added.As perhaps the best-known restaurant chain in the world, the American cultural icon is often scrutinized for the quality of its food preparations, ingredients and business practices.The U.S. food giant has therefore been sensitive to criticism and quick to respond to consumer needs worldwide.

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