McDonald's CM/CX-O reviews app-focused loyalty reboot

At a recent DPAA event, Tariq Hassan spoke about how the QSR power house has transformed its marketing strategy across a number of dimensions - including rebooting the brand’s loyalty program and the role that mobile played in that reinvention. Great case study on the value and importance of first party data, among other things…

NEW YORK — McDonald’s has seen a marketing resurgence in the past few years, partnering with a cadre of pop culture icons and courting favor with young consumer groups that once spurned its fast food. Helping drive the transformation behind the scenes is a bigger prioritization of first-party data, an area where the Golden Arches owner previously lagged. Key to McDonald’s success on the data front has been the brand’s app and a MyMcDonald’s rewards program introduced in 2020, assets it now views as instrumental to growth.

Full story at Marketing Dive.