The restaurant chain achieved 151% penetration growth throughout Q3 2020 year-on-year as Brits looked for comfort during the Covid-19 lockdown.
The growth was driven by 16-24-year-olds who had the highest response rate (42%) to ordering from McDonald’s followed by the 25-34 age group with 40%.
The data was taken from Savanta’s BrandVue reputation tracking tool. It canvassed more than 96,000 UK adults on which brands they loved, as well as rating them against more than 50 criteria including innovative, trustworthy, friendly, stylish and ethical.
The data highlighted that ‘convenience’ and ‘speed of delivery’ were the most commonly-used terms to describe McDonald’s during the last year.
Roger Perowne, chief executive of Savanta, said: “Traditionally the delivery market has been dominated by curries, pizzas and Chinese. Covid and lockdown changed all of that, with even the biggest fast-food chains having to adapt their offering to ensure survival.
“This meant that positive buzz around the likes of burger joints such as McDonald’s and Burger King remained high, as they shifted focus on offering delivery options to customers who wanted a bit of normality during a difficult period.”
Similarly Deliveroo and UberEats both saw a 20% increase in penetration since QSRs reopened for delivery in Q4 2020.