McDonald’s to create tiered loyalty program to lure repeat visitors

Flatley did not say when the tiered revamp would launch, or how many tiers would be in the program, but described three categories of loyalty program members based on how frequently they ate at the chain.

The two most active categories, which total 220 million members worldwide, comprise customers who visit more than once a month as well as those who do so once every 90 days.

The first could be targeted with faster points earnings, early access to limited-time menu items, and invitations to company launch events, she said, while the second could be targeted with online game-like challenges encouraging more visits.

A third group is loyalty members who have not eaten at McDonald’s in a few months, which comprises another 150 million members. “Our goal is to give them a reason to reconsider McDonald's,” she said, saying the company would target them with benefits like a “birthday bonus.”

She said loyalty program members in the United States this year could expect Uber ride credits and subscriptions to the Disney+ streaming service.