McDonald's is currently experimenting with displaying advertisements from other brands on its digital menu screens after customers have completed their orders. This initiative aims to generate additional revenue from its U.S. locations by utilizing the waiting period between order placement and food delivery.
A McDonald's representative stated that this pilot program, which is being conducted in select company-owned restaurants, explores methods of sharing "post-purchase content that customers may find helpful, relevant, or interesting, while ensuring the McDonald's experience remains at the centre of every visit."
This move comes as McDonald's reportedly faces slower sales growth and rising operational costs. The company has outlined plans to improve its restaurants, enhance food quality, and elevate customer service. With millions of Americans dining at McDonald's daily, the company sees potential in leveraging its customer base for advertising revenue.
Public reaction to the news has been mixed, with some consumers expressing frustration online. Critics suggest the company should focus on improving product quality, portion sizes, and value rather than introducing more advertising. Concerns have also been raised about the overall customer experience, with mentions of price increases, reduced item sizes, and a less hospitable lobby environment.
It remains unclear if this advertising test will be implemented in McDonald's locations nationwide.