MCD · Earnings call · 2026Q3T · Full report

Loyalty Program Growth

MCDONALDS CORP · 2026-11-04 · Importance 26 · Surprise 24

McDonald’s U.S. loyalty members account for almost 30% of its customer base, and their visit frequency rises about 2.5 times in the 12 months after joining. Digital sales represent about one-third of company sales, with a significant portion app-based and tied to loyalty members. Management said partially restoring national digital offers in Q3 contributed to improved baseline traffic momentum and that the U.S. system is continuing to refine offers for frequent customers.

Key facts

• McDonald’s partially restored national digital offers through Q3, contributing to improvement in baseline traffic momentum.
• McDonald’s U.S. loyalty membership is almost 30% of its customer base.
• McDonald’s loyalty-member frequency goes up about 2.5 times in the 12 months after joining the loyalty program.
• McDonald’s continues to work with franchisees on digital initiatives to reward frequent customers and keep them returning.