- Sales to loyal McDonald’s customers jumped 30% to $30 billion in 2024.
- Despite loyalty growth, revenue fell to $6.38 billion, missing estimates.
- The Accelerating the Arches strategy aims for 250 million active members by 2027.
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 quarterly revenues that dipped slightly from last year to almost $6.39 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. Global same-store sales rose by 0.4%.
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.