May 13, 2021
Brands were forced to find ways to reach customers in their homes after the past year reshaped how we work and live. And fast-food restaurants, including McDonald’s and Burger King, found answers by investing in their loyalty programs.
These chains have two goals in mind with these programs — to give customers a reason to come back (and boost sales) as well as to collect first-party data. Most of these loyalty programs are in mobile apps, where customers must provide email addresses and zip codes to receive their perks.
McDonald’s and Burger King, with MyMcDonald’s Rewards and Royal Perks, respectively, rolled out their loyalty programs in February. Customers earn points for every dollar they spend at the fast-food chains, which can be redeemed for qualifying menu items, or upgrades in drink sizes or sides.