McDonald’s downplays loyalty push after launch of mobile ordering service

Screen Shot 2014-11-12 at 11.44.43 AMMcDonald’s has downplayed any major move into the loyalty market despite launching a mobile ordering service that offers rewards for users.

The burger chain has released an app on iPhone and Android called MyMacca’s that will enable burger fans to pre-order food and drinks on their smartphone.

It will also include a Mysurprises section that will reward users with special offers, discounts and “many other promotional items”. But McDonald’s rejected any suggestion it was the beginning of a concerted loyalty push.

“The MyMacca’s app was created primarily as a way to offer mobile ordering to customers across Australia,” a spokesman told Mumbrella.

“Our customers who use the app can order on the go, then check-in using a smartphone at more than 800 restaurants around the country and have their meal prepared right away. As part of this offering, we also offer MySurprises where we distribute just that – surprises – to consumers. Currently there is no loyalty component to MyMacca’s.”

The ordering service works by creating an account on the app which requires users to provide McDonalds’s their name, email address and password. Additional information can be provided which McDonald’s said will “help us improve MyMacca’s”.

Once an account has been created, users  can browse the menu and place an order. Once at a participating McDonald’s, the QR code in scanned in the restaurant or at the drive-thru and the order logged.

Payment can be made at the restaurant or automatically through the app if credit card details have been lodged.

The mobile ordering has initially launched in selected restaurants in New South Wales and Western Australia but will be rolled out across Australia “soon”, the company said.

In a guide to the service, McDonalds’s said those paying through the app will not have to queue but will have to wait in the normal way until their food is prepared.

However, customers using card or cash will have to queue to pay for their order.

The fast-food chain is under pressure to diversify its offering as profits are down globally, recently launched a new steak range on its menu.

Steve Jones


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