McDonald’s data predicted the user would go to the burger place 2.16 times over the next six weeks and spend an average of $13.49 per visit|Albert Bridge|CC BY-SA 2.0
A Wired journalist was shocked when McDonald’s sent him a 515-page dossier detailing his eating habits and predicting future visits.
Reece Rogers downloaded the McDonald’s app and has been part of its loyalty program for years to get discounts and freebies. Under state law, the Californian resident recently requested data the restaurant stored about him.
The document he received revealed far more than basic personal details and food order transactions.
McDonald’s had recorded every code scan, sweepstakes prize, and location-based order, which seems to be a relatively common practice.
But it got concerning when:
- Its algorithms predicted Rogers would go to the burger place 2.16 times over the next six weeks and spend an average of $13.49 per visit.
- The system tagged specific food habits such as buying a large Diet Coke.
- The system also predicted a 0% chance he’d stop being a customer.
It labeled the user’s eating habits as “Food-Led Afternoon Snack” and “On the Go Lunch in a Rush.”
McDonald’s defends its use of purchase data to personalize experiences and safeguard privacy, while experts say it gives the company increasing power over customers.
The report highlights how corporate loyalty programs double as extensive commercial surveillance systems and can be used to maximize profits.
An average US consumer is part of at least 15 loyalty programs, according to a 2024 BCG report.