Looking at a Mosaic of Google trends, Alexa page views, and reach or app downloads, the trends at MCD look strong. McDonald's launched MyMcDonald's Rewards nationwide at participating restaurants on July 8. The program will be available via the McDonald's app, and customers will receive 1,500 points, valid through Dec. 31, 2021, after placing their first order with the rewards program. McDonald's also said that it added restaurants in New England to its U.S. loyalty program pilot several weeks ago, entering the next test phase before the program launches nationwide. The chain started the trial in Arizona and Nevada in November 2020, and about 900 of McDonald's 14,000 U.S. locations are part of the test as of early July. The MCD MAU accelerated to 55% in 2Q21 from 11% in 1Q21. So far in 3Q21, the MAU growth has been 45%, with 4% sequential growth in August 2021.
MyMcDonald's Rewards participants can earn 100 points per every dollar spent, as well as the chance to score additional points through targeted promotions. Current participants can use cash and mobile orders and pay to earn rewards, and diners will be able to pay with credit and debit cards for points when the program is available nationwide. In addition, the loyalty offering will allow McDonald's to personalize the diner experience. Loyalty members will be greeted by name as they pass through the drive-thru lane and receive personalized emails that include promotions tailored to their preferences after collecting their meals; Alycia Mason, McDonald's vice president of digital media and customer relationship management.
