McDonald’s reports “significantly higher customer satisfaction scores” from ROA transactions, Kempczinski said, which are increasing frequency and could deepen customer loyalty.
“As we deploy ROA technology across our top six markets over the next 18 months, we expect continued growth of mobile ordering will drive loyalty adoption and order frequency and help deliver on [our] loyalty growth ambition,” he said.
McDonald’s loyalty members already buy from the chain with 15% greater frequency than non-members, and spend almost twice as much on average as non-loyalty customers in the U.S. and Canada, Kempczinski said.
