McDonald's aims to increase app numbers by extending its Uber partnership

McDonald's UK & Ireland has expanded its Uber Direct partnership to increase the number of customers using its mobile app.

Uber Direct is a white label delivery platform that allows retailers to offer on-demand deliveries through their own website or app.

The technology allows McDonald's customers to track deliveries from their local restaurant to their doorstep. It also offers 24/7 customer service.

The move comes as McDonald's celebrates its 50th anniversary in the UK this year.

The fast food giant currently has more than 1,450 restaurants across the UK and Ireland, serving almost four million customers every day.

“McDonald's is building a digital ecosystem that will enable us to create more personalized experiences and connect with our customers like never before throughout their McDonald's journey,” said Simon Duffy, delivery director, McDonald's UK & Ireland. “We are part of this journey.” We are pleased to continue our partnership with Uber Direct, our trusted MyMcDonald's app delivery partner.

“Together, we can continue to delight our customers by enabling them to order their McDonald’s favorites directly to their home.”

In 2023, the company announced a partnership with Google Cloud to introduce generative AI technology (GenAI) to its restaurants around the world.

As part of its Accelerating the Arches strategy, the fast food giant plans to connect thousands of its restaurants worldwide to Google Cloud technology to improve operations, customer and employee experiences as part of an initiative it launched this year to improve.

The fast food giant said the move would accelerate automation by equipment manufacturers and allow restaurant managers to quickly identify and implement solutions to reduce service disruptions, resulting in benefits such as “warmer, fresher food.”