19 - LOCATION MCDONALD'S OPERATOR · TENNESSEE · DOORDASH + UBER EATS
GROWING 4.6% A YEAR. THEN TODC TURNED ON — AND GROWTH HIT 31.7% IN 90 DAYS.
A 19-location Tennessee operator came to TODC with delivery sales creeping up 4.6% year over year — fine, but nowhere near what the trade area could support. Ninety days after handing us store-by-store campaign management on DoorDash and Uber Eats, the growth rate had multiplied nearly 7×, new delivery customers had almost doubled, and every store was pocketing more per month.
● BEFORE TODC
4.6%
YOY DELIVERY SALES GROWTH - BASELINE
● TODC ON · 19 STORES
31.7%
YOY GROWTH FIRST 90 DAYS WITH TODC
// The analysis window
DAY 0 · TODC ACTIVATED
Baseline · Pre-TODC
BEFORE DAY 0
All 19 stores self-managing delivery platforms. Sales growing 4.6% year over year.
● SELF-MANAGED · 19 STORES
LOOKBACK · FIRST 90 DAYS
DAY 0 → DAY 90
TODC takes over hyperlocal campaign management on DoorDash and Uber Eats across all 19 locations.
● TODC ON · 19 STORES
Every figure on this page comes from the operator's first 90 days on TODC, measured year over year to strip out seasonality — not a hand-picked hot streak.
+99.6%
NEW CUSTOMERS - New delivery customers nearly doubled — households ordering from these stores for the first time.
+18.7%
GUEST COUNT - Increase in delivery guest count (DGC) — more orders, not just bigger ones.
+$5,021
Franchisee payout — Payout increase per store over the 90 days — the number that actually lands in the P&L.
yoy growth, before vs. first 90 days
THE ACCELERATION
These stores weren't broken — they were already growing. That's what makes the swing meaningful: same 19 stores, same market, same brand. The only change was who was managing the delivery platforms.
▲ Growth rate multiplied ~7× within the first 90 days
markup, check & margin
THE PROFIT MATH
Volume growth means nothing if the economics don't hold. Here, delivery menus carried an average 24% markup. Marketplace commissions and marketing spend consumed 19% of it — leaving 5% of the markup intact. Every delivery order came through profitable versus in-store pricing, with all costs already paid for.
AVERAGE MARKUP
24%
Delivery menu premium vs. in-store pricing, across all 19 locations.
AVG CHECK INCREASE
+$0.50
Average check grew despite the premium pricing.
CHECK AFTER PROMO
$28.68
CAP — what a delivery order was actually worth after promotional spend.
MARKUP RETAINED
+5%
Of the 24% markup, commissions and marketing spend used 19% — leaving 5% as pure margin.
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Average delivery menu markup 24%
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− Marketplace commissions + marketing spend −19%
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Markup retained as margin +5%
WHAT IT MEANT IN DOLLARS
per store · first 90 days
+$5,021
PAYOUT INCREASE PER STORE, FIRST 90 DAYS
-
Payout increase per store +$5,021
-
× 19 locations ×19
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Portfolio impact, 90 days ≈ $95,400
The bottom line
NINETY DAYS. NINETEEN STORES. 7× THE GROWTH RATE — AT BETTER MARGINS.
This operator didn't need a turnaround. They needed the delivery channel run like it matters — store by store, campaign by campaign, on both marketplaces. In the first 90 days: YoY growth jumped from 4.6% to 31.7%, new delivery customers nearly doubled, guest count rose 18.7%, and per-store payouts grew $5,021 — with commissions and marketing spend fully covered by the 24% delivery markup, and 5% of that markup left over as margin.
SEE WHAT 90 DAYS COULD DO FOR YOUR STORES →Methodology: 19-location Tennessee McDonald's operator. Figures reflect the operator's first 90 days after TODC began hyperlocal campaign management across DoorDash and Uber Eats, measured year over year against the pre-TODC baseline to control for seasonality. Average delivery menu markup 24%, of which marketplace commissions and marketing spend consumed 19%, leaving 5% retained as margin. CAP = average check after promotional spend; DGC = delivery guest count. Portfolio impact is per-store payout increase extrapolated across 19 locations.