The Impact of E-Business on Fast Food Retailers: A Case Study of McDonalds

E-Business Application 1
E-Business Applications
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E-Business Application 2
Contents
Introduction.................................................................................................................................................3
Body............................................................................................................................................................3
Recommendations and conclusion..............................................................................................................6
References...................................................................................................................................................9

E-Business Application 3
E-Business Applications
Introduction
According to Jing (2014, p. 79), the restaurant industry transforming through radical
changes that have been influenced by technology, and various companies such as McDonalds to
adopt the transformations. McDonalds is one of the largest fast food retailers, dealing with
different types of products. Over the past years, retail businesses, including McDonalds have
been focusing on moving from being motor and brick focused to emphasizing on online business
(Varinder 2016, p. 78). Although the article, Marc asserts that there are numerous advantages of
being brick and motor, such as allowing customers to have interactions when they visit the
stores, retails shops that have ventured on e-business have reported various advantages, although
some of them have not been able to adapt to this strategy due to various reasons.
Body
Currently, McDonalds operates in different countries and has established different
platforms that enable it to conduct its E-commerce business. Through the introduction of these
platforms, the company has reported various advantages such as reducing operational costs and
succeeding in some of the key factors such as the supply chain.
Just like the video asserts, the usage of smartphones has been gaining popularity and
therefore consumers have shifted their interest from their physical buying to ordering them
through online platforms (Stephen 2012, p. 97). Being one of the companies that are focused on
identifying changes in consumer perception and implementing strategies that can address those
changes, McDonalds is striving to ensure that while allowing the consumers to visit the stores for
purchases, it also gives opportunity to those who like engaging in online business.

E-Business Application 4
According to Liang & Clyde (2013, p. 68), one of the areas where McDonalds has
realized success through the use of online platforms is its marketing. Apart from using E-
business to allow the customers to view products and their prices, this company has also been
using its E-commerce strategy to advertise its current and new products. This factor has enabled
this company to enhance the popularity of its products without incurring huge costs.
According to Peng & Yijun (2014, p. 56), the company’s most recent adoption into tech
is delivery. With high demand for E-business due to high adoption of smartphones and internet,
the company has realized that most some of its consumers prefer goods being delivered to them
and has therefore introduced a new platform known as UberEats. According to Paromita & Joel
(2016, p. 24), delivery helps in attracting new consumers to the company and brings back those
who may have changed their loyalty. This is also termed as a strategy to ensure the company
wins over consumers who seek convenience in an increasingly fast-paced world.
Doug, in the article, affirms that everything in retail is changing and mobile is termed the
primary accelerant on the fire of this change. Due to the great increase in the use of cell phones
in most of the areas where McDonalds operates, the company has realized that there is an
opportunity for increasing the flow of its products through E-business. The company has also
noticed that its competitors have realized this opportunity, and most of them have embraced the
use of E-business in their operations to ensure they expand their market share.
In its operations, this company has been focusing on establishing various digital
innovations to ensure that its consumers get the best experience. To make ordering process
simpler, it has introduced a mobile application with different innovative geo-fencing capabilities
that help in determining when the consumer is approaching the restaurant, a strategy aimed at
ensuring the customer finds the food as fresh as possible. The application also allows mobile