Review of MyMcdonald's rewards program

McDonald's is rolling out their Rewards program, so as part of our Loyalty Program Examples series, I wanted to take a quick look at how it compares to other fast food programs, in this case, Chick-fil-A One. McDonald's is usually not the first but rather takes the time to learn from competitors, coming in later in to outflank them with an informed strategy. At first look, the return on spend for the McDonald's program compares favorably, providing 7.4% vs 6.2% for Chick-fil-A. Digging in a bit deeper though, McDonald's appears to be focusing members on a relatively few rewards items — a typical menu engineering approach.