Growing Market Share by Rewarding Existing Customers | McDonalds UK to Roll out Loyalty Scheme After Successful Trial

A good example here of how a successful marketing trial of a customer loyalty scheme is leading to a wider UK-wide rollout.

This would be a really useful example for BTEC National Business students to explore as they study Unit (Developing a Marketing Campaign).

McDonald’s UK has just rolled-out its MyMcDonald’s Rewards loyalty programme following a trial in a small number of locations and outlets.

Customes using the MyMcDonald’s app can earn loyalty points (100 points for every £1 spent) from each order, which can then be exchanged for menu items.

To encourage App signups, new users receive a free Cheeseburger or Vegetable Deluxe and 1,500 points on their first order.

Loyalty points can be spent on menu items or, with a nod to corporate social responsibillity, concerted into a charitable donations to BBC Children in Need.