McDonald's Indonesia recently ventured into the catering business with the launch of its wedding catering package “Wedding Mekdi”, offering a pack containing 100 chicken burgers and 100 four-piece McNuggets for Rp3.5 million ($232).
The company announced the launch of its wedding menu on its Indonesian Instagram account in June 2023. This new offering by McDonald's can attract price-conscious consumers seeking economical food options to serve to their wedding guests.
McDonald's, the US-based multinational quick service restaurant (QSR) chain, opened its first Indonesian restaurant in 1991 and operated 279 QSR and fast food outlets across the country by 2022. In Indonesia, it offers options such as fish fillet burgers, chicken burgers, McChicken and breakfast options such as egg and cheese muffins and breakfast wraps.
Live food stalls available with Wedding Mekti
The newly launched wedding package includes 100 chicken burgers and 100 four-piece McNuggets. Consumers can request a live food stall at the wedding event for an additional fee. The company also aims to offer catering services for large events other than weddings, based on consumer queries following the launch of the new service on Instagram.
McDonald's Wedding Mekdi package serves around 100 guests, and is priced at $232. This offers consumers value for money, as the food items offered in the package would cost $326 when purchased individually. The wedding package can thereby appeal to those looking to cut their wedding costs or on a limited budget. It also provides convenience and saves time as the food items are simple, ready to eat, and can even be consumed on the go.
Pocket-friendly foods boost product sales
According to a GlobalData survey, 67% of Indonesian consumers stated that they regard low prices as an essential feature when making a purchase, while 44% stated the same for convenience. Consumers are likely to find the relatively low-price factor of the wedding package appealing as they seek affordability.
The Wedding Mekdi catering package will appeal to price-sensitive consumers looking for pocket-friendly foods to serve at their weddings, stimulating product sales. With the introduction of the wedding catering package, McDonald's can boost its product sales, attract new consumers and strengthen its value share in the Indonesian QSR and fast food market, which is set to expand at a compound annual growth rate of 9.2% between 2022 and 2027.
Based on consumer response in Indonesia, McDonald's can further expand its menu options for weddings and other events in the country. The company can also roll out similar offerings in other price-sensitive Asia-Pacific countries, where Western fast food brands are popular.
