McDonald's is now rolling out a mobile app to some customers in the United States, which features a loyalty program for the restaurant's drinks, special deals, and more. A customer can earn a free drink after five McCafe drink purchases, if they use the app.
The company will rollout the app nationwide by October, if everything goes according to plan with limited testing, according to McDonald's. Ideally, the mobile app could pave the way for increased use of different ordering and payment opportunities while inside McDonald's restaurants.
McDonald's CEO Steve Easterbrook admitted the company is "a little behind some others" when it comes to mobile app rollouts.
"McDonald's is a company that tests and tests and tests before rolling out technological change through its system," said Asit Sharma, analyst at Motley Fool, in a statement published by Bloomberg Business. "It's a detriment when customers' expectations are constantly set by competitors' innovations."