McDonald’s customers in China can now earn loyalty points and receive vouchers when they order a Big Mac or Filet-o-Fish through Alibaba Group’s Ele.me mobile platform.
The fast food giant says that it attracted nearly 20,000 new members on its first day of launching the service on 20th May, while single-day orders increased about 20% week-over-week. It is one of the first restaurant chains to pilot the new Ele.me service, lining up alongside the likes of Burger King, Dairy Queen and Papa Johns.
“McDonald’s is an important strategic partner for us, and we are thrilled to fully integrate their loyalty programme with our platform. We look forward to continuing to work together to improve the delivery experience for consumers and provide even more services, benefits and perks,” says Hu Xiaoyu, Vice President at Ele.me.
There are more than 3,100 McDonald’s restaurants in mainland China, over 2,000 of which also have a vpresence on Ele.me. McDonald’s China launched its membership programme last year and currently has more than 75 million members.