McDonald’s to Take Loyalty Program National

CHICAGO—After testing for months, McDonald’s will bring its first loyalty program to all U.S. stores on July 8, CNBC reports. The fast-food chain is hoping the new initiative will resonate with customers. Other fast-food chains with loyalty programs include Popeyes and Taco Bell.

McDonald’s began a pilot on its rewards program last November, slowly increasing the number of U.S. markets. The company has successful programs in France, among other countries, but has been slower to implement similar efforts in the United States.

The U.S. program lets customers earn 100 points for every $1 spent, with 16 rewards options in four different tiers. To generate more signups, new loyalty customers would get 1,500 points after their initial order as a member.

McDonald’s will use the loyalty program to create more customized messaging to customers, such as greeting loyalty members by name in the drive-thru and sending personalized emails. The rewards program is part of its new “MyMcDonald’s” platform, which gathers all of its technology, like digital menu boards and apps, into one place.

In April, Joe Erlinger, president of McDonald’s U.S. operations, said the chain’s digital sales generated nearly $1.5 billion during its first quarter from delivery, mobile app and digital kiosk orders. The company expects the loyalty program to push digital sales even higher, as well as promote in store sales, which McDonald’s believes will continue to be a key aspect of its services.

Meanwhile, many c-stores, including chains such as 7-Eleven, Wawa, Enmarket, Dash-In and Casey’s, have long provided rewards programs for customers. Convenience retailers are also upgrading their digital experiences, which include their loyalty programs. Wawa, Enmarket and Dash In all recently added new digital tools to their platforms to enhance customer experiences and rewards. A recent Convenience Matters podcast also discussed how loyalty programs help boost sales.

E-commerce