McDonald case study

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Introduction Loyalty Scheme Case Study - McDonald's
Posted by on Wednesday, May 30, 2012 Under: Case Studies

McDonald’s uses a combination of marketing strategies to build loyalty and promote their products. They offer coffee loyalty cards and student discounts. The student offers are divided into two; those that use NUS Extra Card and those that present valid student ID. Many companies also use the NUS Extra card to offer discounts to fulltime, part-time and distance learning students.
Coffee Loyalty Card & Student discounts
Coffee Loyalty Card: This scheme is simple and straightforward. Customers only have to buy six cups of McDonald’s coffee to get the seventh cup free. The offer applies to any regular size coffee and is redeemed by collecting transparent stickers which are found on scheme-cups and sticking them on the loyalty cards. Scheme-cups are the coffee cups that have the loyalty stickers attached to them. After purchase the customer peels off the stickers and pastes then on the loyalty card. This is unlike other loyalty schemes where a stamp is used to indicate a purchase.
With student offer 1 free Hamburgers, Cheeseburgers or McFlurry Original are given with the purchase of an Extra Value Meal while free medium fries are given when purchased with Big Mac or McChicken Sandwich in student offer 2.
Registration & membership
Coffee Loyalty Card: No formal registration or online activation is required. Customers are not required to register online or fill applications forms for membership and participation. They simply have to buy six cups of coffee to participate.
Both student offers require no form of registration. However students must present either a valid student ID or NUS Extra card for redemption. Students are current members of universities.
Redemption
Customers qualify for a free cup of coffee when they collect six stickers. This offer cannot be redeemed with other offers. Upon redemption the restaurant will collect and retain the

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