MyMcDonald’s Rewards, the program behind nearly $37 billion in sales across 70 markets, counted in 90-day active users only: 210 million of them.
Most programs report every sign-up they have ever collected. McDonald’s reports members active in the last 90 days, and the design follows the metric: points expire in six months, the first reward is a handful of visits away, weekly deals build the ritual. Everything serves the next visit.
The payoff is frequency. US members visit 26 times a year after joining, up from 10.5 before.
Loyalty Unpacked™️ is NALA’s independent content series exploring some of North America’s most recognised loyalty programs. Rather than reviewing features or scoring, we examine the commercial thinking behind programs, the problems they’re trying to solve and the questions they raise. Each edition offers practical observations, honest challenges and a NALA Insight™️ designed to help loyalty, CRM and customer engagement teams think differently about the decisions shaping modern loyalty.
