The updated application will not only track customer purchases but also how often they visit McDonald’s. According to a statement given by the McDonald’s US President Mike Andres smartphone users will be reminded through notifications to return to their favorite fast-food with promotions on their favorite items. This is possible because the app will learn the user menu preferences and will know existing promotions.
Market analysts compare McDonald’s loyalty program app update with Starbucks’ existing app which currently rewards customers for every visit they make to one of the coffee chain’s stores. While McDonald’s is considering setting up its program like this, Starbucks recently announced that starting in April they will no longer reward customer based on their visits but based on the amount of money they spend. Because of this Starbucks came under heavy fire. McDonald’s will not make the same mistake here.