A Big Mac will appear on one side of the McDonald’s app
Daniel Acker | Bloomberg | Getty Images
MC Donalds announced Tuesday that after months of testing, it will launch its first nationwide loyalty program on July 8th.
The fast food giant joins rival chains like Brands International’s restaurant Popeyes and Yum Brands’ Taco Bell in creating rewards programs to keep the digital customers companies gained during the pandemic. Chipotle Mexican Grill announced on Tuesday an expansion of its existing program to offer members more redemption options.
Loyalty programs can lead to more frequent visits and higher average checks, and restaurants can provide valuable consumer insights.
McDonald’s began testing the program in November and slowly expanded it to other regions in its home market. While it has successful loyalty programs in other countries like France, this is the first nationwide rollout in the US.
The chain’s US president, Joe Erlinger, told analysts in April that the company had seen it Nearly $ 1.5 billion in digital revenue in the first quarterincluding orders placed on its digital kiosks, mobile apps and delivery platforms. But the loyalty program could add that number even further.
The program allows customers to earn 100 points for every dollar spent. You can work towards 16 reward options divided into four different tiers. The simplest items, such as hash browns or a cheeseburger, only cost 1,500 points to redeem. A Happy Meal or Big Mac brings back 6,000 points for members.
To encourage customers to join the loyalty program, they collect 1,500 points after placing their first order as a reward member.
McDonald’s hopes the program will also help add a personal touch to the customer experience. In February, Alycia Mason, the company’s Vice President of Digital, Media and Customer Relationship Management, said Employees greet loyalty members by name as they move through the drive-through lane. Even after their orders have been picked up, customers will receive a personalized email with upcoming offers that are tailored to them.
McDonald’s has also worked to incorporate its new loyalty program into its broader range of technologies. The program is part of the company’s new “MyMcDonald’s” platform, which brings together various technology investments such as apps and digital menus and makes it easier for customers to order and pay for their meals.
McDonald’s shares are up more than 8% this year, equating to a market value of about $ 180 billion.