Is The 65 Inch HDTV Syndrome Driving McDonald’s Growth

 

Consider this: the undercurrents of Foodservice Solutions® 65 Inch HDTV Syndrome have now reached not only La-Z-Boy and Uber Eats but also the world’s most successful global chain restaurant, McDonald’s. Steven Johnson, Grocerant Guru® at Tacoma, WA-based Foodservice Solutions®, identified, quantified, and qualified The 65 Inch HDTV Syndrome years ago, recognizing a shift in consumer dining habits that continues to shape the industry today.

The Rise of At-Home Dining and McDonald’s Adaptation

Not only is McDonald’s embracing The 65 Inch HDTV Syndrome, but the company has also partnered with innovative brands to deliver what consumers want: hot, delicious McDonald’s meals enjoyed from the comfort of home. With Uber Eats facilitating delivery, McDonald’s enables customers to enjoy their favorite menu items while lounging on a state-of-the-art La-Z-Boy, equipped with built-in coolers, light-up cup holders, phone chargers, adjustable seats, and even a McDonald’s-Uber Eats blanket that declares, “Going out is overrated.”

Elizabeth Campbell, senior director of brand and menu strategy for McDonald’s, highlights this trend, stating, “The McDelivery Couch sweepstakes celebrates our shared love of staying in, as well as our mission to bring people together over food and fun experiences.” The sweepstakes, running through April 8, allows customers to enter by tweeting about their favorite McDonald’s delivery items.

The Importance of Takeout and Drive-Thru Sales

While delivery is a growing segment, takeout and drive-thru sales remain critical to McDonald’s success. A staggering 70% of McDonald’s U.S. sales come from drive-thru orders, showcasing the brand’s focus on convenience. With over 13,500 locations nationwide, McDonald’s serves approximately 25 million customers daily, a testament to its ability to meet the needs of on-the-go diners.

Recent reports show that nearly 60% of consumers prefer picking up food via drive-thru or takeout rather than dining in. McDonald’s has capitalized on this trend by modernizing its drive-thru lanes with AI-powered ordering systems, dual lanes to speed up service, and an increased focus on mobile app orders. During peak hours, a McDonald’s drive-thru can process orders in under 5 minutes, a key factor in retaining customer loyalty.

The Role of Food Marketing Trends

Industry data reveals that 56% of consumers define the “quality of a product” as its most important attribute, followed by taste and price. This aligns with McDonald’s strategy to deliver high-quality, affordable meals in a fast and convenient manner. The food industry saw 22,952 new food and beverage products launched in 2025 alone, emphasizing constant innovation. McDonald’s, with its ever-evolving menu, has mastered the balance of tradition and innovation, keeping favorites like the Big Mac and McNuggets while introducing limited-time offers and healthier options to appeal to a wider audience.

Technomic research also shows that 12.6% of customers purchased pizza during a recent foodservice visit, and 16% of pizza purchases occurred as snack options, illustrating the growing trend of all-day eating. McDonald’s has addressed this demand with expanded snacking options like McCafe bakery items, chicken snack wraps, and new variations of fries and dipping sauces.

Creating New Electricity

The 65 Inch HDTV Syndrome supports the idea that consumers enjoy Eating-Out when Eating-In. According to Johnson, “Brand relevance is in part driven by innovation in new menu-related products in combination with new avenues of distribution, all of which are the platform for the new electricity.” This “new electricity” includes fresh foods, digital ordering, autonomous delivery, cashier-less retail, grocerant positioning, and seamless mobile payments.

Retailers must embrace the artificial intelligence revolution while also offering fresh, portable, and familiar food. McDonald’s is leading the charge by combining convenience, quality, and innovation to stay ahead in the competitive food industry. With an emphasis on drive-thru enhancements, takeout efficiency, and delivery expansion, the brand continues to set the standard for modern quick-service dining.

Are you looking for a new partnership to drive sales? Are you ready for fresh ideations? Do your food marketing strategies reflect the future of dining? Interested in learning how Foodservice Solutions® can elevate your retail food brand while creating a platform for consumer meal convenience, differentiation, and personalization? Email us at Steve@FoodserviceSolutions.usor visit www.FoodserviceSolutions.us for more information.

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