‘Pay With Lovin’ Campaign

Who says you can’t put a price on love and loyalty?

At McDonald’s, a family hug or a call to mom may just get you free Big Mac and fries at your local Mickey D’s.

America’s most famous fast food chain is embracing an opportunity to connect with its customers with an in-store program designed to provoke delight and continued loyalty. On February 2, 2015; at the moment the doors opened at 6 a.m. to 6 p.m., McDonald’s offred random customers the chance to ‘Pay With Lovin’,which was showcased in a SuperBowl. “We’re on a journey of transformation and a key part of that journey is how we engage with our customers. Pay With Lovin’ is a direct way for us to engage with our customers. We believe that a little more Lovin’ can change a lot” says Deborah Wahl, chief marketing officer for McDonald’s USA.

After an order has been placed, a guest service manager or ‘Lovin’ Lead’ will inform the customer that he or she can pay with an act of Lovin’, which could range from a friendly fist bump, a call to a loved one, or a simple compliment.

“There’s a lot that goes on in the world and if a brand like ours can really come across and provide those good moments, provide that delight, that treat and that excitement, that’s what we should be doing for our customers,” Ms. Wahl adds.

Naturally, McDonald’s is counting on loved-up customers to share their Lovin’ experiences through social media channels.


Written By Michael Rovner [An independent writer for the The New York Times for two decades]

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