McDonald's Loyalty Program Drives Growth, But Executives See Room for Improvement

McDonald's is focusing on frequency to drive growth, with its loyalty program playing a key role. Non-loyalty US customers visit 10.5 times annually, while loyalty members visit 26 times. The company aims to grow its loyalty program from 150 million to 250 million active users by 2027, but currently only has 185 million 90-day active users. Despite this, McDonald's financial performance was strong, with a global 3.8% YoY comparable sales increase in Q2 2025.

Title: McDonald's Focuses on Loyalty Program to Drive Growth

McDonald's is prioritizing frequency as a key driver for growth, with its loyalty program playing a pivotal role. According to President and CEO Chris Kempczinski, non-loyalty U.S. customers visit McDonald's locations an average of 10.5 times annually, whereas loyalty members, part of the MyMcDonald’s Rewards program, visit 26 times per year. This significant increase in visit frequency underscores the potential of the loyalty program to boost sales and customer engagement.

The company has set an ambitious goal to grow its loyalty program from 150 million to 250 million active users by the end of 2027. As of the second quarter of 2025, McDonald's has 185 million 90-day active users. While the current number of active users is a notable achievement, executives acknowledge that the loyalty program still has room to grow, particularly in comparison to markets like China where the program's penetration is much higher.

Despite the need for further growth in its loyalty program, McDonald's financial performance remains robust. The company reported a global 3.8% year-over-year comparable sales increase in the second quarter of 2025. This growth was driven by strong performance across all segments, with U.S. sales increasing by 2.5% and international operated markets showing a 4% increase in comparable sales. The international developmental licensed markets segment saw a 5.6% increase, highlighting the company's success in leveraging its brand globally.

In addition to its loyalty program, McDonald's is also focusing on reengaging the low-income consumer. CEO Chris Kempczinski expressed concern about the economic health of this consumer base, noting that they visit restaurants more frequently than middle- and high-income consumers. The company is working with its U.S. franchisees to make core menu items more affordable, beyond the existing $5 meal deal and Daily Double burger promotion.

Looking ahead, McDonald's anticipates stronger results in the second half of 2025, particularly as the chain faces easier comparisons to the E. coli outbreak that affected its performance last year. The company's emphasis on value, marketing, and menu innovation is expected to continue driving growth.

References:
[1] https://www.customerexperiencedive.com/news/mcdonalds-loyalty-program-is-making-progress-but-executives-see-work-ahea/756997/
[2] https://www.cnbc.com/2025/08/06/mcdonalds-mcd-q2-2025-earnings.html
[3] https://finance.yahoo.com/news/mcdonald-net-income-increases-11-094827257.html