McDonald’s has seen a marketing resurgence in the past few years, partnering with a cadre of pop culture icons and courting favor with young consumer groups that once spurned its fast food. Helping drive the transformation behind the scenes is a bigger prioritization of first-party data, an area where the Golden Arches owner previously lagged. Key to McDonald’s success on the data front has been the brand’s app and a MyMcDonald’s rewards program introduced in 2020, assets it now views as instrumental to growth.
