McDonald’s drive-thru ads are being tested on digital menu boards at 450 company-owned restaurants in the United States. The pilot began in August, according to CNBC and USA Today. The ads promote other companies and appear after customers place their orders. The test is part of McDonald’s Media Network.
At its September 23 Investor Day, McDonald’s described the network as a way for other businesses to advertise across its digital platforms and restaurant screens, USA Today reported. The live test is narrower and uses drive-thru order boards at the 450 restaurants. An example shown during the presentation featured Geico. The company discussed restaurant screens and self-order kiosks as possible future placements, not as part of the current pilot.
The 450 participating sites are owned by McDonald’s, not franchisees. CNBC reported that franchisees operate the remaining roughly 14,000 locations in the United States. As of September 23, the pilot had not expanded to those restaurants. Neither CNBC nor USA Today reported a timetable for adding franchisee-run sites.
In an emailed statement to People, McDonald’s described the test as a limited menu-board pilot exploring post-purchase content customers may find helpful, relevant or interesting. The company said it wants the restaurant experience to remain central. It said its tests and pilots help it learn in real-world settings.
Global Chief Marketing Officer Morgan Flatley said the network could eventually grow into a $1 billion business. She described it as an opportunity to generate revenue for the system with little additional cost and no operational complexity. The $1 billion figure is a company ambition, not reported pilot revenue. The coverage does not say when it could be reached.
CNBC quoted Chief Financial Officer Ian Borden as saying about 85% of the United States population visits a McDonald’s at least once a year. USA Today reported that the company has about 220 million active loyalty members worldwide. Flatley said McDonald’s uses loyalty data to group customers by habits and tailor promotions. The reports do not say those figures measure response to the new drive-thru ads.
CNBC described Amazon and Walmart as established examples of retailers using their own platforms to sell advertising. McDonald’s is applying a similar commerce-media model to restaurant screens. Its current test remains limited to 450 company-owned locations. The broader network’s potential placements should not be confused with what the pilot is testing now.
The reports identify the trial’s location count, screen format and post-order timing, but do not provide audience-response or performance results. McDonald’s has not announced in the cited coverage when, or whether, the test will expand to franchisee-run restaurants.
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