McDonald's Germany

Digital bonus program launched nationwide

Points for fries and fries for points. Through McDonald's new loyalty program, guests can earn points, which they in turn redeem for food.
McDonald's Deutschland
Points for fries and fries for points. Through McDonald's new loyalty program, guests can earn points, which they in turn redeem for food.

McDonald's is bringing the loyalty program MyMcDonald's Rewards, which was recently launched in the US, to Germany. Registered app users can collect points at more than 1,000 restaurants in Germany and redeem them for additional McDonald's products.

To participate, users must register in the app - if they haven't already done so - and sign up for the MyMcDonald's Rewards program there. For every euro spent at McDonald's, the guest receives 10 points, which they can then exchange for selected products. For example, a small fry is available for 200 points. Special rewards and bonus points are available at the program launch.

The rewards in the bonus program.
McDonald's Deutschland
The rewards in the bonus program.

Part of the digital strategy

With the new function, McDonald's Germany says it is "consistently continuing its path towards a modern and contemporary customer experience". When developing the bonus program, it was particularly important to McDonald's "that participation is easy for guests and that the element of collecting and redeeming points fits seamlessly into the existing app world." For example, users can sign up for the program directly in the app, but guests can earn points regardless of where they order (checkout, order terminal, McDrive, as well as ordering through the McDonald's app).

The launch of MyMcDonald's will beaccompanied by a 30- and 15-second commercial that will be shown on TV and on social media channels. Here, a McDonald's restaurant is transformed into a virtual jump & run game world where a guest collects his bonus points on his way to the cash register. The film "McDonald's Traumwelten" was conceived by Scholz & Friends Family and produced by cndy film GmbH.

Spot: McDonald's Traumwelten

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