McDonald’s has been trialling a new media network in the States, as the fast-food giant looks to turn its digital and physical customer touchpoints into a new advertising revenue stream.
The McDonald’s Media Network launched last month across 450 company-owned restaurants in the US, with the business targeting a potential $1bn (£740m) opportunity over time.
The network will allow third-party brands to advertise across McDonald’s customer ecosystem, including its app, kiosks, menu boards and restaurants.
McDonald’s said the offering is designed to generate incremental revenue for its restaurant system without adding significant operational complexity or disrupting the customer experience.
The move comes as retailers and other consumer-facing businesses increasingly look to monetise first-party customer data and high-traffic digital and physical environments through retail media.
Unlike traditional retail media networks, McDonald’s proposition is built around customer engagement with a restaurant and its digital ordering ecosystem rather than a conventional grocery or ecommerce basket.
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The company said the network will initially focus on its US estate, with the pilot currently running across company-owned restaurants. It has not announced a UK launch.
McDonald’s already has a significant digital customer base, with its app forming an increasingly important part of the customer journey. The business has also been investing in technology designed to use data and customer signals to improve the ordering and restaurant experience.
The media network forms part of McDonald’s wider NEXT strategy, unveiled at its investor day this week, which is focused on driving customer growth while improving restaurant efficiency and margins.
The launch comes as retail media continues to expand beyond traditional retailers. UK businesses including B&Q, John Lewis and Wickes have been developing their own networks, while the industry faces increasing pressure around measurement, transparency and standardisation.
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