Not really a big step ahead of ordering on your cpu browser, which I’m not sure was much of a big dal anyway. I personally have never ordered online in any form.
I think it’s funny because this is clearly targeted to a very specific customer - people who prefer not to leave the XBox to order food on their computer or iPad, or people who have XBox only and not those other things. The hypothetical question the marketers had to ask is “if people did not have to leave their couch, would they order more pizza?”.
I really only order pizza when there is a good special or coupon. I pick up a 16" from Costco for $9 when I really want pizza, rather then pay probably close to double that to Dominos/Pizza Hut. Either that or I make my own though the crust rarely comes out in a circle when I make it…
^Inside the 10-k of MCD they reference this guy. I think it states, total revenue for 2012 were 35%, 25%, 15%, 15%, 15% North America, Europe, China, Harlem Shake Fat Guy, India respectfully.