McDonald’s has entered the multi-billion dollar commerce media market by launching a trial across 450 company-owned restaurants.
The Golden Arches has launched McDonald’s Media Network, targeting a slice of the burgeoning commerce and retail media pie.
“Commerce media is one of the fastest-growing areas in advertising and is expected to reach more than $100 billion in the US alone by 2028. Last month, we moved into markets testing with a pilot across 450 US company-owned restaurants,” McDonald’s global chief marketing officer and head of new business ventures, Morgan Flatley, confirmed at the company’s Investor Day 2026.
“We are at the beginning of our aspiration to build McDonald’s Media Network into a billion-dollar business across the McDonald’s system over time. It is an opportunity to generate revenue for the system with little in the way of additional cost, no operational complexity, and no disruption to our customer experience.
“You have seen the power and potency of our marketing model. When more customers choose us, we have to meet them with great food, speed, convenience, and an experience that feels worth it.”
Flatley also noted the rapid growth of Maccas global loyalty programme, which was set up five years ago and has grown by 45 per cent in the past three years. It now has 220 million 90-day active loyalty customers in 70 markets that account for 30 per cent of Maccas’ sales.
“Loyalty allows us to know our customers better, to deliver more meaningful value and promotions to them. But we have not met our full potential, not yet. Now we can with personalisation,” she added.
“Our 220 million active loyalty customers span a range of behaviours and needs.”
Given the rich data McDonald’s possess about its customers, a commerce media pay may prove a tasty proposition for brands that are endemic, and non-endemic, to the fast food restaurant.
Nonetheless, it is not yet clear how far and wide McDonald’s plans to roll out its media network if the US brands are ‘lovin’ it’.
McDonald’s Australia, whose chief marketing officer is Annabel Fribence, did not respond to B&T at the time this article was published after being asked about its commerce media plans in this market.
It would not be a surprise if Maccas became the latest blue chip company to enter the retail and commerce media space in Australia.
Recently. Commonwealth Bank, Virgin Australia, Bunnings, David Jones and Metcash have set up commerce networks.
