McDonald’s is preparing for major changes to its loyalty program.
The ubiquitous fast-food brand revealed during its recent investor call that it plans to roll out a new MyMcDonald’s Rewards program soon, offering integrated rewards with brands such as Uber and Disney+.
“Our goal is to give them a reason to reconsider McDonald’s,” the chain’s global chief marketing officer & new business Morgan Flatley said.
“Our goal with frequent fans is to recognize and reward their brand love, deepening our relationships with them with more value, convenience and access.”
Some of the changes include placing customers into loyalty tiers based on how active they are, early access to limited-time menu offerings and exclusive invites to store openings, Flatley said.
McDonald’s joins several other big fast food brands that have overhauled their rewards program, app or both in the past year.
The brand known for its Happy Meals and Golden Arches is following suit with Starbucks, which rolled out customer tiers for the first time ever in March. The company claimed its updated rewards platform was a “redefinition” of the fast-food industry.
In April, fast-casual Mexican brand Chipotle announced it debuted a new reward system in which points don’t expire if customers make at least one qualifying purchase a year, monthly free food promotions and reward redemptions that require fewer points.
And Domino’s, the country’s largest pizza chain, launched a new website and app in August. The company offered $5-off coupons to users who made an online or in-app order and completed a survey.
A strategic rewards program can increase customer loyalty when paired with targeted promotions and offers, cash–back app Upside explained in an August analysis of customer app habits.
“Restaurant loyalty is good at lifting repeat visits, recommendations, and frequency, and much weaker at growing total spend,” the company wrote.
“So the goal is moving: from rewarding an order a guest was already going to make toward influencing the next dining decision.”
That loyalty is a must-have in a season where the average American is looking for value amid affordability struggles.
Not only are fast-food brands revamping apps and loyalty programs to gain customer allegiance, but they’re pushing for stores that promote human connection, Burger King President Tom Curtis told The Wall Street Journal recently.
“[Customers] want a friendly face,” Curtis said. “We have to lean in to that because that’s evaporating in the fast food space.”
