REWARDS TO MAKE FANS OF MACCAS VERY APPY
McDONALD’S will launch a rewards program next year, with users of the MyMacca’s app able to redeem points for food.
Customers will earn 100 points for every dollar spent on eligible food and drink buys made with the app.
The company’s director of digital, Brent Clarke, said McDonald’s was processing almost 30 million orders through the app a year and one in 10 cars using drive-throughs was also ordering via the app.
Mr Clarke said the move to contactless payments in the pandemic, as well as speed and ease of use, meant customers were increasingly comfortable with using the app for ordering and payment.
The rewards program has gone live in South Australia, which is being used as a test bed before the program is rolled out more widely next year.
It is already in use in other markets, such as the US.
“It’s meeting our customers where they want to go,’’ Mr Clarke said.
“How do we provide a more personalised experience for our customers?
“And it’s part of that broader digital strategy around the contactless and convenience piece.’’
He said the app enabled McDonald’s to personalise how it interacted with customers, including the offers they received. The rewards kick in from 2500 points.
Mr Clarke said the use of the app had been on a “constant growth curve” over the past few years, and had received a push along from the pandemic.
McDonalds had decided to launch it with food rewards only, to keep it simple and streamlined, he said.
“Once people start using it they get those personalised offers and see the value in it beyond purely ordering,’’ he said.