Sales to loyal McDonald’s customers surge as Rewards push pays off

Sales to loyal McDonald’s customers jumped last year.

McDonald’s loyalty push is paying off, with sales to members of its Rewards scheme up 30% to about $30 billion last year.

The fast-food chain revealed the rise as it posted annual revenues that dipped slightly to $6.38 billion, short of analyst estimates of $6.45 billion.

US same-store sales decreased 1.4% in the three months to December 31 — during which a deadly E Coli outbreak sickened more than 100 people.

That decline was offset by a 0.4% increase in global same-store sales.

Net income for the full year dipped by $240 million to $8.22 billion.

McDonald’s stock rose close to 5% in morning trading, but has largely tread water over the past 12 months.

Loyal members helped to drive McDonald’s most recent quarter. There were more than 175 million 90-day active users of the service across 60 markets, with growth of about 15% year-on-year.

“Accelerating the Arches continues to be the right strategy as we focus on growing market share,” said CEO Chris Kempczinski.

The strategy involves reaching 250 million 90-day active loyalty members and $45 billion in annual loyalty systemwide sales by the end of 2027.

MyMcDonald’s Rewards was first introduced in the US in the summer of 2021.