McDonald's exposes the actual MVP of the menu in its 2022 FANual Report
McDonald's is creating a personal roundup of customers' 2022 fast food habits, similar to Spotify Wrapped, the December playlist and data visualization of everything users listened to this year. A press release titled "What Does Your McDonald's Order Say About You?" was issued. "The chain stated that it will use mobile app data to give MyMcDonald's Rewards members a personalized year-in-review email, correlating their McDonald's ordering patterns to a personalised "Fan Persona."
McDonald's analyzed data from in-app transactions from January 1, 2022 to October 9, 2022 to construct its FANnual Report for 2022.
According to McDonald's, who are McDonald's fans?
Based on the information gathered, McDonald's classified users into one of five personas: Newbie, Insider, Low Key, CEO, and Carpe All Day. Members of McDonald's Rewards who share their persona on Instagram can earn 250,000 MyMcDonald's Rewards points. That's a lot of free Quarter Pounders with Cheese.
The descriptions for each persona are brief; the press release employs astrological language such as "ambition fuels your cravings" (CEO) or "you're open to trying new, adventurous things" (Newbie). However, here is my interpretation of each persona in terms of which category you fall into based on pure purchase data:
You have the McDonald's app on your phone, but you seldom use it. This implies you redeem freebies when prompted to do so, but not on a regular or continuous basis.
- Insider: You order more frequently, but most significantly, you order the same thing every time you open the app.
- Low Key: This persona appears to be a hybrid of the former two; you may not use the app every week, but you're rigorous about accruing and redeeming rewards points on your go-to orders.
- CEO: You redeem rewards frequently, and McDonald's respects that. You also prefer to redeem points for often requested menu items.
- Carpe All Day: For how much and how frequently you use the McDonald's app, you deserve a sponsorship deal.
After you've finished calculating how much of your money went to Ronald in 2022, you might find it comforting to know that many people in the United States were just as (if not more) loyal to the Golden Arches as you. Enough to share the FANual Report on Instagram and win rewards points.
McDonald's most Popular Food Menu
Pricelisto.com, a consumer pricing platform, has discovered the most popular McDonald's menu items by searching up the McDonald's menu items that consumers most looked for online. As previously stated, search volume does not always equate to popularity.
Pricelisto.com was shown to be inaccurate based on information obtained directly from McDonald's. According to Pricelisto.com, the Big Mac, Egg McMuffin, and McChicken are McDonald's most popular foods. However, according to McDonald's FANnual Report for 2022, the brand's French fries were the top requested menu item in every single U.S. state, followed by the cheeseburger, and then (at least according to Pricelisto.com) the McChicken.
Technically, the McDonald's data only counts digital orders, not in-person transactions, therefore Pricelisto's faulty rankings may still be valid. In any case, the Big Mac was a huge hit: McDonald's reports that over 5,000 McDonald's rewards members ordered 100+ Big Macs in 2022. (Can't one of them be Donald Gorske?)
Other interesting facts in the FANual Report include Hawaii being the top state for mobile app orders. And it must have taken a tundra for McDonald's ice cream machine to eventually operate, since despite living in the coldest state, scores of Alaskans in Anchorage requested McFlurrys on the coldest day of the year.
Despite the apparent marketing tactic of establishing these fan personalities and amusing us with our own order data, the FANnual Report indicates that McDonald's maintains fan loyalty. That's what the world's largest public relations budget will get you.
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