Fast food chain McDonald's has more sales worldwide than before the corona crisis. In the Netherlands, the company had a tough last year, which gave rise to still enter the delivery market. And the next step is in the making.

According to Cor Molenaar, professor of e-marketing at the RSM, McDonald's wants to offer products based on customer profiles in addition to traditional impulse purchases. "There are fewer and fewer people in the cities and that is a problem for the fast food chain and lunch restaurants. That requires new concepts."


  • Cor Molenaar
    Role: Faculty
    Reference type: Quoted

Media Outlets

  • RTL Nieuws (Online)