McDonald's UK: Innovation and Enterprise Drone Delivery Proposal

This report explores the innovative idea of implementing drone delivery services at McDonald's to enhance efficiency, safety, and customer satisfaction. It discusses how drone delivery can reduce human contact during the delivery process, a crucial factor in the current pandemic scenario, and improve logistics while reducing costs. The report uses the Technology Acceptance Theory and the New Product Development Theory to justify the idea and outline its implementation. It includes a business proposal detailing the target audience, marketing strategies, cost analysis, and launch plan for the drone delivery service in the UK market. The conclusion emphasizes the potential benefits of this innovation, such as increased customer engagement, reduced delivery times, and improved hygiene, ultimately providing McDonald's with a competitive advantage.

INNOVATION AND
ENTERPRISE

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
An innovative idea which may benefit the organization.............................................................3
Business proposal.........................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Innovation is referred as creating something new and attractive business opportunity ion
order to increase the success of the company and increase the engagement of customers towards
the brand. Various organization may make innovative changes in their current strategies in order
to gain competitive advantage in the industry. The current report will be based on McDonald's,
which is one of the most popular fast food chains in the world. The organization has expanded
into various countries and have a prominent market share in the industry. The report will explain
the benefit of the innovative idea on the business and a proposal which will explain how this idea
will be successfully implemented in the organization.
MAIN BODY
An innovative idea which may benefit the organization
The innovative idea which may be beneficial for the business is the introduction of drone
delivery for delivering the orders of the customers at their homes to ensure safety and efficiency.
It may be a new and advanced way of delivering the food products at the doorstep of the
customers with the use of advanced technology (Davidson, Bremner and Perkins, 2019). Drone
delivery is an advanced concept which may be beneficial for the company in order to reduce the
human contact of the delivery process and ensure safety in the current pandemic scenario. This
aspect of the innovative idea is a major requirement in the current scenario where a majority of
customers may hesitate to order food from the restaurant due to the fear of the virus (Dong, Ma
and Fan, 2022). By introducing this aspect, the organization may be able to have a positive
impact overt its users and increase their trust towards the practices of the company.
This idea may be evaluated with the help of the technology acceptance theory which is
an effective model of innovation and idea generation. It may be useful for the business to
understand the ideas and attitudes of the key stakeholders towards the innovation and the new
idea presented to them. It explains that how this may be accepted by them in order to increase the
overall efficiency of implementing the innovation in the organizational scenario (Dunn, 2020). It
may provide better support to the management in order to organize their resources appropriately
and prepare effective strategies for increasing the productivity of the business. The inputs from
these stakeholders about the technological advancement will be beneficial to experience the
impact of the innovation upon performance of McDonald's (Guo, 2020). It may help to evaluate
the perceived usefulness of the idea and the actual result that has been achieved after the

implementation. This theory may provide assistance to the business in order to control their
innovation and have a better impact on the consumers and gain their response towards the
service. Drone delivery may improve the logistics of the business ans increase its efficiency to
successfully deliver products at the doorstep of the customers. This new concept may be
attractive to the customers at it may reduce the time of delivery and increase the efficiency of the
work. It may have a positive impact on the company and increase its chances to increase the
orders that may be received by the customers (Frolova and et.al., 2021). It may enhance the
customer satisfaction as they highly consider the delivery on time which may be sometime
difficult to manage in high traffic cities. This innovative service may give competitive advantage
to the company and increase its chances for acquiring more customers than their competitors.
McDonald's will be able to reduce the cost of their logistics as a large amount of
employees and resources may be required in order to deliver the products to the end consumers.
It may increase the printability of the business as it may be able to decrease their expenses on the
staff, vehicles, fuels etc. and may focus on preparing better food products for the customers in
order to increase their overall productivity (Mazzarol and Reboud, 2020). The company may find
it easy to manage their expenses when these aspects are managed with the help of introducing
drone delivery as a new service. It may be able to monitor the security of the products with the
help of the camera that is available in the drone. These qualities of the drone delivery may define
it as an innovative service which may bring a revolution in the delivery of products. The
company may be able to control their delivery process and increase their overall productivity. It
may be a suitable product in the COVID-19 pandemic where the customers may get a better
experience of their food and may be able to increase their consumption in the organization. There
may be able to reduce the carbon footprint from the environment which may spread due to the
consumption of fossil fuels in the environment (Sang, 2021). Various harmful gases may be
released in the environment due to the direct delivery conducted by the companies which may
has a negative impact on the environment.
Technological advancements in the business may increase its chances of gaining better
recognition in the market. It may increase the growth opportunities for the business and improve
their overall success in the industry. This new idea may help the company to reach to the remote
areas of in order to deliver the products. It may be a difficult task to reach out to these places
previously. It may be helpful with the help of drone delivery in order to effectively reach out to

these areas and deliver the products of the company in order to increase the overall productivity
of the company in the market (Shao and et.al., 2020). It can provide better assistance to the
business in order to increase their consumption and gain the engagement of the customers
towards the brand. The people from these areas may have to travel to the farther places in order
to experience the food products of McDonald's. It may be now possible for t the business to
increase the efficiency of the brand in order to properly deliver these services to the ultimate
consumers.
The new product development theory is used in order to generate the idea to provide
drone delivery service to the customers of UK. First step in this theory is identifying the
problems faced by the population which will be solved by the new idea. Different technologies
and tools are identified which may be useful in order top develop a suitable product or service
for the audience in order to fulfil their needs (Wu, Xia and Li, 2022). The next step is idea
screening where a proper analysis is held with the help of analysing the factors which have an
impact upon the idea. Concept development and testing is another step which may be useful in
order to prepare a proper concept for the service which will be offered to the customers. It will
be helpful to explain the significant features of the new idea to the customers and increase their
engagement towards the products.
An appropriate pricing and marketing strategy will be prepared by the management in
order to increase the overall impact of the drone delivery for the business and increase the overall
profitability of McDonald's. Development of the service with the help of a specialized team is
useful for enhancing the quality of the overall idea and improving the business practices (Yu-
mei, Qiao and Xiao-wei, 2018). At last the company will promote this service in the market in
order to ensure that consumers are aware of the overall idea and gain a good knowledge how to
use it effectively.
Business proposal
Justification of the idea
The drone delivery can be an effective idea for the business as it may be helpful in
increasing the efficiency of the brand to deliver the products effectively to the consumer sand
gain competitive advantage in the industry. With the help of this idea the company may be able
to increase the attraction of customers towards the brand. The company may be able to reduce

the time taken to deliver the products to the end consumers. It may reduce the costs that may be
incurred during the traditional deliver method. This may be ab beneficial step for the step in
order to increase its growth opportunities and the ability to serve people even ion the remote
locations. It can provide a hygienic experience to the customers as the drone delivery requires
less human contact in comparison to the traditional style of delivery system. The customers are
highly concerned with the human contact due to widespread of COVID-19 pandemic. It can be a
useful service for providing better experience to the customers which may be helpful in
increasing the engagement of people towards the new service.
Target audience
The audience of UK may the potential customers of the brand as they may be highly
conscious of the current pandemic situation. They population of UK may have reduced their
consumption due to the current situation which has a negative impact on the profitability of the
organization. This service can be suitable for the brand in order to increase its sales in the
market. The consumers from all ages are targeted by the organization as the products of
McDonald's are liked by all types of consumers. The focus will be to provide this service to the
consumers of remote areas as with the help of drone delivery, organization can provide them
with a better products. The people who have a high intake of fast food are targeted by the
organization as they are most likely to buy the products for consumption.
Marketing
McDonald's may use various digital marketing tools in order to provide the information
of this new idea to the customers. It can be a helpful channel for the organization in order to
provide better advertisement to the customers and gain their trust towards the brand. The
organization will market the drone delivery service which the help of social media platforms
such as Facebook, Instagram, Twitter etc. as they have high consumer engagement (Yubo, 2021).
These platform may provide better assistance to the brand in order to generate awareness about
the new service which has been introduced by the organization in order to gain benefit in the
market.
The company will increase its popularity by collaborating with famous influencers in
order to promote this service of the organization. It can be beneficial for the organization as
people actively follow these influences and may use the products which are advertised by them.

These marketing methods can be useful for the organization in order to spread awareness of their
brand in the market and increase their competitive advantage in the industry.
Costs
Particulars Amount(€)
Production 2000
Advertisement 6000
Operations 3500
Raw Material 1500
Salary 1000
How it will be launched
The service will be launched in an event which will be organized by the management of
McDonald's in UK. The famous personalities will be invited in the event in order to successfully
promote the drone service launched by the organization. It will have a live streaming on various
popular platforms in order to spread the awareness of the new service to the audience of UK. The
organization may provide free delivery options on the first order made by the customers in order
to increase the popularity of the service. It will be launched on the official website of
McDonald's where the audience will be able to choose the option of drone delivery in order to
receive faster and safer delivery. I will help in providing a premium service to the customers and
gaining their trust towards the business.
CONCLUSION
According to the above report it has been concluded that the new idea has been
beneficial for the organization in order to provide a better experience to the customers. The
innovative idea is useful or the business in order to provide safer and faster delivery to the
customers. The organization has been able to target the customers in remote locations in order to
increase its market share in the business. This service has been able to provide better assistance
to the brand in order to gain competitive advantage in the industry. The organization has
developed the new idea which is useful in order to improve the current engagement of the
customers towards ordering food online.

REFERENCES
Books and journals
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