Large chains are using delivery to boost their revenue by 30%.

In 2026, home delivery will represent 25 to 35% of the revenue of major restaurant chains in France. McDonald’s, KFC, Domino’s, O’Tacos – these brands have made delivery a major growth lever. What are their strategies and what can you learn from them?

McDonald’s strategy: total ubiquity. McDonald’s is present on Uber Eats, Deliveroo and Just Eat in 100% of its restaurants. The brand has invested massively in optimizing its photos and ranking on the platforms. Result: McDonald’s is often the first result when a customer searches for “burger” on Uber Eats.

Domino’s strategy: the direct channel first. Domino’s made the choice to develop its native app first. Its app is the most downloaded in the restaurant category in France. On third-party platforms, Domino’s is only present to capture customers who don’t use the app. This dual strategy maximizes margins (0% commission on the app vs 25-30% on platforms).

KFC’s strategy: data and promotions. KFC heavily uses promotions on Uber Eats and Deliveroo to maintain its ranking. The brand has analyzed that the ROI of promotions (e.g., -20% on Mondays) is positive if the average basket exceeds 18€.

O’Tacos strategy: the aggregator and coherence. O’Tacos has standardized its workflow with RusHour for all its franchises. The menu is synchronized automatically across all platforms. A price change is deployed in 5 minutes across 300 restaurants.

Lesson 1: Be present on all platforms. Each platform has its own audience. A Deliveroo client isn’t necessarily on Uber Eats. Multi-platform presence is the foundation.

Lesson 2: Optimize photos and descriptions. The best chains invest 200-500€ per restaurant in professional photos. Restaurants with good photos generate 40% more orders.

Lesson 3: Respond to reviews systematically. McDonald’s, KFC, and Domino’s have dedicated teams to respond to customer reviews on all platforms. With Fooderise, you can centralize this management.

Lesson 4: use a aggregator for multi-sites. All major chains use an aggregator. It has become a critical infrastructure. Without an aggregator, managing multiple platforms is impossible at scale.