McDonald’s pilots new customer rewards scheme

By BigHospitality

- Last updated on GMT

McDonald’s is piloting a new customer rewards scheme called MyMcDonald’s Rewards

Related tags: Technology, Hostech, QSR, Mcdonald's

McDonald’s is launching a rewards scheme that will enable customers to collect points on their purchases and redeem them against menu items or make a charity donation.

Called MyMcDonald’s Rewards, the scheme is being piloted in 10 restaurants in the north west of England and follows successful launches in other McDonald’s markets last year.

Customers will earn 100 points for every £1 spent. For 1,500 points they can choose between a small fries or a regular coffee, with 2,500 points the option is a double cheeseburger or vegetable deluxe; and with 4,000 points they can redeem six chicken McNuggets or a Big Mac.

Customers can earn points via the MyMcDonald’s App and opting-in to MyMcDonald’s Rewards when in the vicinity of one of the pilot restaurants. Those who order and pay through the MyMcDonald’s App will automatically earn points on their order – this includes McDelivery when ordered via the app.

There is also an option to donate the rewards to BBC Children in Need. Points are converted to a cash donation, with 1,500 points translating to £1.50, 2,500 points £2.50 and 4,000 points equating to £4.

“As well as rewarding our customers with our iconic menu items, we’re delighted to give customers the option of donating points to the brilliant BBC Children in Need, money which we know will make an incredible difference to the lives of many thousands of young people,” says Michelle Graham-Clare, SVP and chief marketing officer at McDonald’s UK and Ireland.

“We can’t wait to hear what our customers in the north west make of the scheme and hope to be able to roll it out further later this year.”

If successful, MyMcDonald’s Rewards will then roll-out to a further 65 restaurants by the end of the month, with the aim to roll out nationally later this year.

Related topics: Business & Legislation, Casual Dining

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