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McDonald’s New App Is a Glorified Coupon

McD App
McD AppCourtesy The Marketing Store Worldwide

McDonald’s has decided that the most important tool for getting young adults through its doors—aside from its menu—will be smartphones. That’s why it’s testing a new app called “McD” that serves up mobile-only offers such as buy-one-get-one breakfast sandwiches or $1 McChicken sandwiches. It’s like the digital version of fliers in the mail or supermarket circulars.

McD App
Courtesy Mowingo
“There are a number of customers out there within the millennial age range that we talk about often who need to be better engaged with our products,” said Kevin Newell, chief brand and strategy officer for McDonald’s U.S., at a November investor meeting. But the McD app doesn’t follow directly in the footsteps on some restaurant rivals, which have already introduced apps allowing customers to pay (like Starbucks) and order (like Domino’s). McD is essentially a coupon for deals consumers can redeem at participating stores. The real benefits to McDonald’s are keeping customers loyal and, ideally, enticing customers who get a free burger to order additional items that they’ll pay for. Currently, the app has offers for 1,000 restaurants only in the Greater San Francisco Bay Area, the St. Louis Metro Area, New England, and Albany, N.Y.