In a time when restaurant chains are recognizing the increased importance of having an extensive loyalty program, McDonald’s Canada is stepping up its game.
The fast-food giant launched its first ever points-based customer rewards scheme on November 16, called MyMcDonald’s Rewards. Customers can now earn points on every menu item (excluding delivery), earning 100 points for every $1 spent.
The program has launched Canada-wide after a successful pilot test at McDonald’s restaurants in Manitoba, as well as in Fort Frances, Kenora, and Dryden in Ontario from late August through mid-November 2021.
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Previously, guests had been able to build up to earn some free items such as coffee and fries, but the new loyalty program vastly extends that concept storewide and nationwide. Guests simply need to scan or cite their code at the restaurant or complete a mobile order to collect points automatically.
The importance of loyalty and rewards programs in the digital-first age of dining has been emphasized in recent months, particularly amid the myriad effects of the pandemic. Studies have shown that diners, particularly those in younger demographics, love to feel rewarded for their repeat purchases.
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McDonald’s is taking the concept and running with it, offering a loyalty program comprising five rewards tiers, running from single items such as coffee in Tier 1 all the way up to a Big Mac extra value meal in Tier 5. As guests earn more points, they advance through the tiered system to unlock more and more items.
The chain is also enticing customers to get on board with a tried-and-tested method: the welcome bonus. For a limited time, guests can get 5,000 bonus points after their first MyMcDonald’s Rewards purchase of a minimum pre-tax value of $1.
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Meanwhile, McDonald’s has also announced new global partnerships with DoorDash and UberEats aimed at growing its McDelivery channel in North America and beyond. In McDonald’s top six markets, over 20 per cent of sales year-to-date have come through digital channels including delivery according to CEO Chris Kempczinski.
By using the two companies’ white-label offerings, McDonald’s is able to control the customer journey, own consumer data, and better customize promotions, including in its new MyMcDonald’s loyalty program, which had already grown to include 21 million members even before the overhaul.