NUMBER CRUNCH
The Next Fast-Food Battlefield is Customer Loyalty
McDonalds is the latest chain to offer a loyalty rewards program
6000: That’s how many points you need to get a free Happy Meal in McDonald’s new loyalty program, aptly named MyMcDonalds Rewards, which begins its nationwide launch on July 8th.
McDonald’s is the latest in a long line to run a rewards program. Chipotle launched one in 2019. Taco Bell has one. Burger King is testing one. Popeyes just announced one. Like all things in the fast-food industry, if you can’t beat them, you join them. Step aside chicken sandwich wars; the new battlefield is customer loyalty.
After trialing the scheme in November 2020, McDonald’s announced that its rewards program would launch nationwide on July 8th, allowing customers to earn 100 points for every dollar spent on “qualifying purchases,” and spend them on 16 different menu items. McDonald’s is giving customers 1,500 points after their first order as a reward to encourage signups. The company plans to use the scheme to add a personal touch to its operation; workers will greet members by name, and customers will receive personalized emails and tailored deals.
The restaurants aren’t just offering the programs to acquire customer data. With the pandemic…
