McDonald’s rolls out loyalty scheme across the UK
The restaurants involved in a trial earlier this year saw a “massive impact” from introducing the scheme, McDonald’s director of digital has said.
McDonald’s has today launched its MyMcDonald’s Rewards loyalty programme across the UK, following a trial period started earlier this year.
The scheme is available via the MyMcDonald’s app and enables customers to earn points from each order, which can then be exchanged for menu items.
Customers will earn 100 points for every £1 they spend and can unlock different prizes based on the number of points they accumulate. New sign-ups will receive a free Cheeseburger or Vegetable Deluxe, as well as 1,500 bonus points on their first order.
Rewards start at 1,500 points, which customers will hit after spending £15. The initial rewards tier includes a mini McFlurry, a hash brown, small fries, side salad or regular coffee.
App users can also save up additional points to unlock bigger prizes. For 2,500 points customers can claim items including a Double Cheeseburger, Bacon Mayo Chicken or Vegetable Deluxe, while 4,000 points could earn them an even larger reward such as a Big Mac, six Chicken McNuggets or a premium salad.
McDonald’s is also giving customers the option to donate their points to BBC’s Children in Need. Points will be converted to a cash donation, with 1,500 points valued at £1.50, 2,500 points becoming £2.50 and 4,000 points converted to £4.
While points can be saved up they will expire after a year if not used. Points can only be collected on orders placed directly via McDonald’s, so orders made via a third party such as Just Eat or Uber Eats won’t be eligible.
The programme was initially piloted at 10 locations in and around Liverpool, before being rolled out to 65 additional restaurants. The fast-food chain enlisted TV personality Rylan Clark-Neal to introduce the scheme via a video on YouTube (see above).
Writing on LinkedIn, McDonald’s director of digital Karl Boyce said the nationwide rollout follows “many months of planning, piloting, learning and iterating”, in collaboration between the UK business, global teams and its agencies. The pilot restaurants saw a “massive impact” from implementing the scheme, he said.
The launch “couldn’t be better timed” given the pressure customers are under amid the rising cost of living, Boyce added.
“We are encouraged that the insights it will give us on our customers will allow us to deliver the most personal and relevant content to them across our channels, even beyond rewards, which will add more value to their experience with us,” he said.
UK CMO and senior vice-president Michelle Graham-Clare adds she was “delighted” with the response from customers during the trial period.
The MyMcDonald’s Rewards programme was first launched in the US in July last year. Speaking to investors in January, McDonald’s CEO Chris Kempcziski said the scheme is on its way to becoming the world’s largest loyalty programme after rapid uptake. McDonald’s new loyalty scheme has ‘exceeded expectations’ as digital sales jump“Loyalty is the single biggest driver of digital adoption and MyMcDonald’s Rewards has exceeded expectations in terms of enrolment and participation,” he said. “After just six months in the US there are over 30 million loyalty members enrolled and 21 million active members earning rewards.”
The US market has seen digital sales building month-on-month as a result, Kempcziski added, while greater consumer insights are aiding the brand’s marketing efforts.
With more food brands launching loyalty programmes and encouraging customers to eat more food in exchange for prizes, are we in danger of leading consumers to poor diet and health?