McDonald’s is revolutionizing its marketing strategy with the introduction of a digital marketing fund, supported by contributions from U.S. franchisees. This initiative is part of the company’s broader plan to enhance its digital operations, including investments in its loyalty program and new ordering channels.
With over 34 million active digital customers in the U.S. alone, McDonald’s aims to attract and retain more customers by leveraging its digital capabilities. The company plans to expand its loyalty program membership to 100 million by 2027, with the goal of doubling system-wide sales attributed to loyalty program users.
Starting in 2025, U.S. operators will contribute 1.2% of projected identified digital sales to the digital marketing fund, which will cover ongoing costs as McDonald’s expands its digital business. This funding model will also be adopted by franchisees in other key markets, including the U.K., Canada, Australia, and Germany.
McDonald’s President and CEO, Chris Kempczinski, emphasized the importance of adapting restaurant operations to meet customer demands for convenience, accuracy, and quality. The company’s shift towards digital marketing tools aims to personalize customer experiences, drive profitability, and enhance customer lifetime value.
As McDonald’s continues to experience significant growth in its digital channels and loyalty program, this strategic move underscores the company’s commitment to innovation and customer-centricity in the digital age. The launch of the Digital Marketing Fund represents a significant step towards modernizing McDonald’s marketing strategies and solidifying its position in the digital realm.
