CHICAGO—McDonald’s is hosting a virtual summer camp on its mobile app that features food deals, menu hacks, limited-edition merchandise and music performances, according to a news release.
Beginning today, “Camp McDonald’s” will run for 27 days, and the daily programs are designed to generate loyalty among customers who are 18-years-old and up, reports Adweek. The virtual summer camp falls into McDonald’s Accelerating the Arches digital strategy plan that includes five pillars: purpose (which entails striving for community connection); mission (relating its food to “feel-good moments”); values (inclusion is one); growth pillars (e.g., affordability and core menu items like burgers coupled with digital ordering and delivery); and grounding it all by inspiring its franchisees to run great restaurants.
“McDonald’s is one of the world’s most democratized brands, so we’re not only looking to participate in culture, but also find ways to create it,” Tariq Hassan, McDonald’s chief marketing and digital experience, told Adweek.
“No matter what camp meant to you growing up, this campaign allows you to attend Camp McDonald’s without packing a bag—and in a way that seamlessly marries culture and commerce,” Hassan said. “This is camp like you’ve never seen it before.”
Forty-eight percent of restaurant patrons surveyed say they engage with a loyalty program in some way, according to a Paytronix Systems Inc. and PYMNTS report. Another Paytronix report found that deals, discounts and loyalty programs attract high-spending, high-frequency customers more than other spending groups, and these buyers account for one-quarter of restaurant patrons and an outsized share of food aggregator users.
Last week, Sweetgreen announced it’s piloting a new digital feature that rewards its customers for healthy habits. The Rewards and Challenges feature is launching with a four-week campaign, “Summer of Rewards.” that includes a series of challenges where customers can opt-in to earn rewards and track their achievements. Rewards and Challenges will be offered exclusively through the Sweetgreen app and website.
Sweetgreen’s total digital sales represented 66% of the company’s revenue in the first quarter of 2022. The pilot program aims to drive customer frequency and restaurant volume through additional customer value and engagement for its digital customer base.
A recent Harvard Business Review study on loyalty programs found three takeaways for loyalty programs. NACS Magazine dove into loyalty programs and how they can provide convenience retailers with key consumer insights and a competitive edge.
NACS offered a free webinar that shows retailers how to improve their current loyalty program.