McDonald’s has introduced its first loyalty scheme in the UK – offering customers the chance to collect points for free menu items.
Every penny spent equates to one point. Customers will be able to start earning and redeeming their points from July 20.
Collecting 1,500 points allows customers to choose between menu items including small Fries, Hash Browns or a Side Salad. With 2,500 points, a Double Cheeseburger or Vegetable Deluxe is attainable.
With 4,000 points, customers can choose between menu favourites like six Chicken McNuggets or a Big Mac.
Customers are also given the choice to donate their points to charities including Children in Need, FareShare and Ronald McDonald House Charities.
Points are converted to a cash donation, with 1,500 points translating to £1.50, 2,500 points becoming £2.50 and 4,000 points seeing the charity partner land a donation of £4.00.
This scheme was successfully trialled in the North West of England earlier this year, the success of this trial has now seen the reward scheme rolled out nationally.
Customers can start earning points on all orders by downloading and signing up to the McDonald’s App via Google Play or the Apple App Store.
This scheme will no doubt prove hugely successful for McDonald’s, by giving their consumer the opportunity to earn rewards through all ordering touch-points: at counter, kiosk, drive through or delivery, will help keep McDonald’s top of mind for many fast-food consumers, spoilt by choice in the marketplace – retaining and maximising repeat custom. A further powerful gain for McDonald’s will be the valuable consumer data that the user will share when using the app.
The QSR marketplace is highly competitive and evolving fast. This news, along with their significant restaurant refurbishment program, will embolden McDonald’s ‘convenience of the future’ strategy.
This article was written with reference to a previously published article by RetailGazette.