McDonald’s: MyMcDonald’s. My own Golden Arches in my pocket.

McDonald's Germany LLC, a quick service restaurant brand, launched the MyMcDonald's loyalty programme to strengthen its connection with consumers and become Germany's No. 1 single-brand loyalty programme.

Campaign details

Brand: McDonald's Germany LLCAgency: TRACK GmbHRegion: EMEA

Strategy

Objective

After the long-awaited COVID-19 easing, the war in Ukraine directly followed, and currently, inflation is extending German consumption pessimism, making it difficult to spark a new consumption comeback.

Our decision to introduce the MyMcDonald's loyalty program in Germany as the first market outside the US, during the pandemic in August 2021 to further strengthen the precious connection to our truly loyal guests proves to be super-relevant in the German consumption tristesse.

Yet our competitors also recognize the need to launch their own apps and...

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