McDonald's Delivery Strategy Proves Crucial During Pandemic

When the COVID-19 lockdown was announced in early 2020, businesses across Kenya were forced to confront a crisis they had not anticipated. Many events and hospitality sectors suffered greatly as gatherings were banned and social distancing measures introduced. However, some entrepreneurs managed to survive and rebuild after the pandemic due to having developed different operating models or revenue streams.

For instance, Julie Nyaga, founder of Ashley's Events, ventured into the agricultural produce business, selling fresh garden horticultural products after her major event was cancelled due to the lockdown. This shows how diversification can help businesses survive during crises.

McDonald's is another example that offers lessons on adapting to crises. During the pandemic, they partnered with delivery companies like Uber Eats and DoorDash to provide home deliveries, which witnessed high-volume sales as orders peaked. By partnering with existing businesses instead of investing in new infrastructure, McDonald's saved themselves from potential catastrophic closure.