Dive Brief:
- McDonald’s expanded its loyalty program network to 50 markets globally in 2023, CEO Chris Kempczinski said on a Q4 2023 earnings call Monday. Its user base now includes more than 150 million members who have logged into the app in the past 90 days.
- Kempczinski noted that loyalty members only represent a fraction of McDonald’s total customer base. The company is aiming to grow its program to encompass 250 million active users and lead to $45 billion in annual sales by the end of 2027.
- “As we continue to attract millions of new loyalty members, we can get even smarter with our pricing methodology and tailor our digital offers to our fans, making them even more personalized,” Kempczinski said during the call.
Dive Insight:
McDonald’s is investing in technology to fuel loyalty growth, which will be essential for the restaurant chain’s goal of reaching 50,000 locations by 2027, according to Kempczinski. A larger loyalty program will provide McDonald’s with access to more data to fuel further CX improvements.
The restaurant’s Ready on Arrival program, which uses geofencing technology to alert employees when a customer with a mobile order approaches the restaurant, will help fuel this loyalty push. In markets where the pilot is active, Ready on Arrival has resulted in an average 60-second reduction in wait times for increased customer satisfaction.
“The easiest and most efficient restaurant operating platform [is one] that puts intuitive technology in the hands of our restaurant teams and drives a better experience for both our customers and our crew,” Kempczinski said.
