McDonald’s expands loyalty push as Rewards program hits 5 million members

McDonald’s Philippines is expanding its digital loyalty strategy after its MyMcDonald’s Rewards program reached five million members in its first year, with the company rolling out new rewards, exclusive merchandise, and experiential perks to deepen customer engagement and grow its digital ecosystem.

The loyalty program, embedded within the McDonald’s App, allows customers to earn points on every eligible purchase, which can be redeemed for free food, limited-edition merchandise, and exclusive experiences.

The McDonald’s App, first launched in 2019, has grown to around 19 million users, according to McDonald’s Assistant Vice President for strategy & insights, and digital Katrina Lee-Chua.

“MyMcDonald’s Rewards is actually the loyalty program within the McDonald’s App. Currently, we have roughly five million that are already subscribed or opted in,” Ms. Lee-Chua said during a media interview.

Unlike app-exclusive discounts, the rewards program enables customers to accumulate points from virtually any purchase, including dine-in, takeout, drive-thru, and even McDonald’s party bookings, making it easier for customers to redeem rewards.

“It’s not hard to earn points,” Ms. Lee-Chua said. “Every purchase is easy, you can earn points and you have rewards.”

McDonald’s Philippines said the program was the first digital loyalty platform introduced by a quick-service restaurant (QSR) chain in the country, building on its earlier launch of app-exclusive deals. The company said Filipino consumers’ familiarity with loyalty programs helped drive adoption.

“Consumers love that it’s so differentiated with McDonald’s. They don’t just save money, they earn more by using it,” Ms. Lee-Chua said.

To celebrate the program’s first anniversary, McDonald’s will introduce a refreshed rewards catalog beginning Aug. 17, adding new menu items that customers can redeem using accumulated points. The company is also launching a limited-edition McDo Denim Jacket, available for redemption using 1,200 points at 30 participating stores, alongside anniversary missions that allow members to earn bonus points faster.

The expansion comes as the company shifts its loyalty strategy beyond traditional food rewards, responding to consumers’ growing interest in exclusive merchandise and experiences.

“We realized, especially with the younger market now, it’s not just claiming food rewards. They really want something different. Experiences [are] something that they resonate with,” Ms. Lee-Chua said.

Past rewards have included merchandise from McDonald’s collaborations, such as the Friends collection and the Grimace tumbler. The denim jacket is the latest addition, while future rewards are expected to include more partnerships, gamified experiences, and exclusive collectibles.

Ms. Lee-Chua said the gamified features are already available through McDonald’s Global and will be adapted for the Philippine market. The company also plans to introduce partnerships as part of the loyalty program’s second year, although details have yet to be disclosed.

Currently, MyMcDonald’s Rewards can be used for dine-in, takeout, and drive-thru transactions by scanning a QR code through self-order kiosks or at the counter. Ms. Lee-Chua said the company also plans to extend the program to delivery orders, but declined to provide a timeline.

Among the most redeemed rewards are World Famous Fries, McFlurry, and Chicken McDo, reflecting the products that remain popular among Filipino consumers.

Over the long term, McDonald’s aims to grow the McDonald’s App to between 50 million and 60 million users, with the loyalty program serving as a key driver of customer engagement.

“Value is not only about giving customers more for their money—it is also about recognizing every time they choose McDonald’s,” Ms. Lee-Chua said in a statement. “As we mark our first anniversary, we are building on that promise by giving McDo fans even more rewarding ways to experience ‘May Point ‘Yan!'” — Kaizzer Angela Marie V. Manuba