McDonald's Switzerland

What McDonald's Switzerland does

McDonald's Switzerland is the Swiss operating subsidiary of McDonald's Corporation (NYSE: MCD), founded in 1976 with the opening of its first restaurant on Rue du Mont-Blanc in Geneva and now headquartered in Crissier. As of March 2026 it operates 190 quick-service restaurants across Switzerland and Liechtenstein, of which 177 are franchised and 13 are company-operated (McOpCo), serving more than 270,000 customers daily through multiple formats: dine-in, McDrive, McDelivery, and digital ordering via the McDonald's app with Order&Pay and McPickup. The company emphasizes localized sourcing, with over 86% of ingredients supplied by Swiss producers, and cultural localization through offerings such as McRaclette and a FIFA World Cup meal tie-in, alongside core menu categories covering beef, chicken, fish, veggie, gluten-free, breakfast, McCafé, Happy Meal, and seasonal McDeals bundles (two products for CHF 5).

The core digital stack consists of a consumer-facing mobile application (available on iOS and Android) that integrates Order&Pay, the MyMcDonald's Bonusprogramm loyalty scheme (1 CHF = 5 points), and McDelivery routing, supplemented by self-ordering kiosks deployed in restaurants since 2011 and table service introduced in 2016. The technology layer is described as an in-house ordering platform serving daily transaction volume to over a quarter of a million customers, but no proprietary AI/ML capabilities, public APIs, third-party integrations, patents, or research output are documented in the source data.

Revenue mechanics are split between restaurant sales at the 13 McOpCo locations (transaction-based) and recurring franchise fees, royalties, and marketing contributions from 177 franchisees (subscription/recurring), with operational and brand support provided from the Crissier headquarters. The customer base is broad and undifferentiated — individual consumers, families, and students across Switzerland and Liechtenstein — served through physical storefronts, drive-through lanes, delivery partners, and the mobile app; the firmographic employee count of 56 appears limited to headquarters headcount rather than restaurant-level staff.

Name

McDonald's Switzerland

Legal name

McDonald's Switzerland

Website

https://mcdonalds.ch

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

51–100 employees

Short description

McDonald's Switzerland operates 190 quick-service restaurants (177 franchise, 13 company-owned) across Switzerland and Liechtenstein under the McDonald's Corporation brand, serving 270,000+ customers daily through dine-in, McDrive, McDelivery, and an integrated mobile app with loyalty and Order&Pay.

Ownership category

akta.pro rank

Product category

Quick-Service Restaurant (QSR)

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Burger Fast Casual (THAFABAA)

Keywords

• Quick-service restaurants
• Fast food dining
• Drive-through service
• Food delivery
• Restaurant franchise

Headquarters

HQ city

Crissier

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Restaurant Sales: Revenue generated from food and beverage sales at 190 restaurants across Switzerland and Liechtenstein, operated by franchisees and company-owned (McOpCo) locations
2. Franchise Fees: 177 franchise restaurants pay franchise fees to McDonald's Switzerland for brand licensing, operational support, and marketing

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

McDonald's Switzerland operates a network of 190 quick-service restaurants selling a standardized menu of burgers, chicken products, fish, veggie options, breakfast, salads, McCafé beverages, and Happy Meals. The offering is consumed through dine-in, McDrive drive-through, McDelivery home delivery, and digital channels including the McDonald's mobile app with Order&Pay and the MyMcDonald's bonus loyalty program.

Product overview

McDonald's Switzerland operates a fast-food restaurant chain offering a diverse portfolio of food products and digital services across 190 locations in Switzerland and Liechtenstein. The core product is the full menu featuring beef burgers, chicken products, veggie options, fish, gluten-free items, snacks, salads, desserts, breakfast, and McCafé beverages. Digital service offerings include McDelivery (home delivery via partners), McDrive (drive-through), Order&Pay (in-app mobile ordering and payment), the MyMcDonald's loyalty program (earning 5 points per CHF spent), and the McDonald's mobile app providing exclusive discounts and direct ordering. Sub-brands include McCafé for coffee service and Happy Meal for children. Promotional offerings include McDeals value combos. Physical services encompass restaurant dining, McDrive, birthday party hosting, gift cards, and free WiFi. The company emphasizes Swiss-sourced ingredients with over 86% of ingredients from Swiss suppliers.

Differentiator

Problem solved

Functional benefit

Brands

• McCafé®: Coffee and café offerings including hot and cold drinks, donuts, and desserts.
• McDelivery®
• McDrive®
• Happy Meal®
• McDeals®
• McCrispy
• Order&Pay
• myMcDonald's Bonusprogramm

Products and services

• McDonald's Full Menu Complete food and beverage offering including Beef burgers, Chicken products, Veggie options, Fish (Filet-O-Fish), Gluten-free items, Snacks & Sauces, Salads, Happy Meal, Cold Drinks, McCafé beverages, Desserts, and Breakfast items, sold to individual consumers at McDonald's Switzerland restaurants.
• McDelivery Home delivery service in which McDonald's orders are delivered by trusted delivery partners directly to customers' homes across Switzerland.
• McDrive Drive-through service allowing customers to order and receive food directly from their vehicles at McDonald's restaurants.
• Order&Pay In-app ordering service allowing customers to select a restaurant, choose products, decide on a pickup method, and pay directly through the McDonald's app.
• MyMcDonald's Bonus Program Loyalty program where customers earn bonus points (1 CHF = 5 points) with each order, redeemable for exclusive rewards.
• McDonald's Mobile App Mobile application providing access to exclusive discounts, the bonus program, latest games and news, and direct ordering via Order&Pay.
• McCafé
• Happy Meal
• McCrispy
• McDeals
• Family Services
• Gift Cards
• Free WiFi
• Franchise Restaurant Operation

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Ronald McDonald House CharitiescoreStrategic or Co-development Partner · 1 January 2026McDonald's Switzerland supports Ronald McDonald House Charities, which provides accommodation and support for families of hospitalized children. The first Ronald McDonald House opened in Geneva in 1994.
• Delivery PartnerscoreTechnology or IntegrationMcDonald's Switzerland partners with trusted delivery service providers to offer McDelivery, bringing food directly to customers' homes through the McDonald's app.
• SunriseminorGTM or Marketing PartnerEmployee benefit partnership offering discounted Sunrise mobile subscriptions to McDonald's Switzerland employees.

Scale indicators5 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• Burger King Switzerland: Burger King is McDonald's closest direct competitor globally and operates a meaningful footprint in Switzerland, competing head-to-head on price-value burger meals, drive-through, and delivery.
• Subway Switzerland: Subway operates a broad network of sandwich-focused limited-service restaurants in Switzerland, competing for the same quick, affordable lunch and on-the-go occasions as McDonald's.
• KFC Switzerland: KFC operates a network of chicken-focused QSR restaurants in Switzerland with dine-in, drive-through, and delivery, directly competing for QSR occasion share with McDonald's.
• Five Guys Switzerland: Five Guys is an expanding US-origin premium-burger QSR chain with Swiss locations, competing directly in the burger category with a higher-priced, customization-led proposition.

Regional players

• McDonald's Austria: Another neighboring McDonald's country subsidiary with similar DACH-region operating conditions, useful as a directly comparable peer for menu localization, pricing, and digital execution benchmarks.
• McDonald's Germany: Adjacent European McDonald's market subsidiary operating a much larger restaurant network, comparable in brand, menu, and digital stack but in a different national market with different competitive dynamics.

Emerging players

• Domino's Pizza Switzerland: Domino's operates a delivery-led QSR pizza network in Switzerland, partially overlapping with McDonald's Switzerland on delivery occasions and competing for evening at-home food spend.

Broad incumbents

• Yum! Brands (KFC, Pizza Hut, Taco Bell): Yum! Brands is the global parent of KFC and other QSR concepts with a presence in Switzerland, competing via franchise-driven, multi-brand QSR models similar to McDonald's.
• Restaurant Brands International (Burger King, Tim Hortons, Popeyes): RBI is the parent of Burger King and other QSR brands with Swiss operations, competing with McDonald's via a multi-brand franchise platform across the burger and broader QSR categories.
• Starbucks Switzerland: Starbucks operates a wide Swiss café footprint that overlaps with McDonald's Switzerland on coffee (McCafé), breakfast, and casual daytime occasions, and competes for similar urban consumer traffic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mcdschweiz
• YouTubeyoutube.com/user/McDonaldsSchweiz/about?disable_polymer=1
• Facebookfacebook.com/McDonaldsSwitzerland
• Instagraminstagram.com/mcdonalds_switzerland/?hl=en
• LinkedInlinkedin.com/company/mcdonalds-switzerland

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about McDonald's Switzerland