Your fast food addiction could finally pay off as McDonald’s announces its first loyalty program, MyMcDonald’s, rolling out nationwide this July.
After months of testing, the burger joint finally decided to join the buffet of fast food brands, including Taco Bell and Popeyes, embracing digital loyalty programs as a way to maintain the influx of customers gained during the pandemic. While McDonald’s already touts successful loyalty programs in other countries, this will be its first launch in the states. To incentivize customers to join the program, the restaurant is offering 1,500 points after their first order as a rewards member. After that, the program allows customers to earn 100 points for every dollar spent, all of which lead to four tiers of tasty reward options ranging from a cheeseburger (100 points) to a Happy Meal (6,000 points). In addition to edible rewards, the program also offers personal perks like being greeted by name at the drive-thru and receiving personalized deals after every order.
The move marks an interesting moment in the evolution of fast food brands that sees McDonald’s take on a revitalized image that blends the business-savvy of coporations with the personal prowess of a mom-and-pop. That in mind, digital loyalty programs are an excellent way for brands of all sizes to connect with consumers on a personal level. Looping in small details like remembering favorite orders and calling customers by their name, both of which are made more possible via a digital program, can make for a very elevated consumer experience. And though the chain, which already boasts thousands of national locations and a spot in the Gifted class of Gartner’s ranking, doesn’t necessarily need to remind consumers to come back for more, its most recent decision to lean into digital loyalty demonstrates that even a brand as frequently visited as McDonald’s can benefit from a well-executed rewards program.