MyMcDonald's Loyalty
Overview
In collaboration with other channels (Email, McDonalds.com, App, Kiosk and paid media) our team has built a substantial digital footprint, while also acquiring millions of new app customers. Outcomes: - 33 million CRM contactable customers - 758,000+ New Digital Customers - 100K+ linked payment transactions New Product Features: - Ready-On-Arrival order pickup - McDelivery integration into the app - Post-Purchase trigger loyalty integration
Deliverables
Experience Strategy
Experience Flows + Approach
Creative Direction + Design
User Testing
Launched in 2021, McDonald’s Rewards reimagined loyalty with a seamless, app-driven experience. Customers earn points with every order and redeem them for free favorites or exclusive offers — all tracked effortlessly in the McDonald’s app. The result: deeper connections, greater convenience, and a new standard for digital loyalty.
Challenges
McDonald’s needed to strengthen loyalty in an increasingly digital landscape. The challenge was to create a unified, app-based experience that rewarded repeat visits while deepening customer connection through thoughtful design and simplicity. While others in the space had already established a loyalty program, McDonald's needed a successful launch to bring customers back.
Solution
The solve was a strategic, cross channel effort that was centered around a frictionless app experience. The program let customers earn points with every order and redeem them for free favorites or exclusive offers. A seamless digital journey that deepened engagement and strengthened every customer connection.
