📖 Almanach

MojeM Nagrody

MojeM Nagrody is the app-based loyalty program of McDonald's Poland, launched in February 2022. Customers collect points (10 pts per PLN 1) for every order

McDonald's Polska Sp. z o.o. gastronomia / QSR punktowy PL ★ Industry exemplar

PROGRAM CARD - MojeM Nagrody (McDonald's Poland)

  • Program name: MojeM Nagrody
  • Distinction: the digital loyalty program of the QSR leader
  • Brand / operator: McDonald's Polska Sp. z o.o.
  • Family / owner: McDonald's Corporation (USA)
  • Industry: gastronomy / QSR
  • Model for the industry: yes
  • Market: PL
  • Related programs: MyMcDonald's Rewards (US, CA), MyM Rewards (Malta and other markets) - local variants of the same global McDonald's loyalty platform
  • Status: active
  • Legal / time status: no restrictions; the program is disabled in restaurants located at Warsaw Chopin Airport and Gdańsk Lech Wałęsa Airport
  • Launch year: 2022 (started 14 February 2022)
  • Main type: points-based
  • Additional type: member-benefit (the MojeM okazYEAH! section - weekly discount coupons available exclusively to logged-in app users)
  • Joining cost: free (requires creating an account in the McDonald's app)
  • Channels: mobile app (iOS/Android); points accrued on orders at the kiosk, at the counter, at McDrive, and via the Order and Collect service
  • Reach: no public data

Comparative parameters (estimated ratings)

  • Implementation difficulty (1-5): 3 - a points-based program with POS integration and an app system, managing points liabilities
  • Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

MojeM Nagrody is the app-based loyalty program of McDonald's Poland, launched in February 2022. Customers collect points (10 pts per PLN 1) for every order placed in a restaurant or via Order and Collect, and then redeem them for menu products, physical rewards, or digital rewards. It is complemented by the MojeM okazYEAH! section with weekly discount coupons.

1. Objectives and context

The program's goal is to increase visit frequency and the digital engagement of customers across the chain's more than 490 restaurants in Poland. McDonald's rolled out its own program, moving away from reliance on external platforms, which enables building a database and personalizing communication. The launch campaign carried the slogan "Here you are number 1."

2. Target group

The program is aimed at all guests of McDonald's restaurants in Poland who use smartphones - in particular regular patrons (frequency ≥ 1 visit/week) and younger consumers familiar with using mobile apps.

3. Architecture and type

  1. Registration: creating a free account in the McDonald's app (iOS or Android) and accepting the terms; the MojeM loyalty card appears in the "MojeM" tab.
  2. Collecting points: scanning the QR code from the app on every order (kiosk, counter, McDrive) or automatic accrual on orders placed via Order and Collect - 10 pts for every zloty spent; a maximum of 15 point-earning orders per day; a limit of 30,000 pts on the account.
  3. Redeeming for rewards: activating a reward in the app → scanning the QR code at the point of sale or entering the code manually; 3 types of rewards available: discounts on McDonald's products (permanently), physical and digital rewards (in promotional campaigns); max. 5 rewards per day.

4. Earn & burn mechanics

  • Accrual: 10 points per PLN 1 spent in a restaurant or via Order and Collect; points accrued within 24 h of the transaction; a limit of 15 point-earning orders per day and 30,000 pts on the account
  • Threshold and redemption: redemption thresholds depend on the current reward offer (variable); in the standard catalog: McDonald's menu products (e.g. fries, Big Mac) - specific point thresholds not disclosed in the terms; discounts on product purchases available permanently
  • Reward forms: discounts on McDonald's product purchases · physical rewards (gadgets, e.g. socks, pins - as part of campaigns) · digital rewards (wallpapers, ringtones) · okazYEAH! (weekly discount coupons without earning points)
  • Point expiry: 365 days from the date earned, at the end of the calendar month; after 11 months the user receives a push notification about the upcoming expiry (30 days before)

5. Emotional value

The program consistently builds a sense of appreciation through the slogan "Here you are number 1" - the customer sees themselves as a VIP among millions of visitors. Product rewards (favorite dishes at no extra charge) strengthen the bond with specific menu items and encourage returns. The weekly-refreshed okazYEAH! section creates a habit of regularly checking the app regardless of the purchase decision.

6. Gamification

  • Weekly okazYEAH! coupons - new offers appear every Monday, which enforces the habit of regularly opening the app
  • Visible points counter - the account balance is updated on the loyalty card right after the transaction (within 24 h)
  • 30,000 pts limit - an anti-hoarding mechanism encouraging active consumption of rewards
  • Limit of 5 rewards per day - a restriction preventing abuse and maintaining gamification tension
  • Expiry notification - a push reminder 30 days before losing points reactivates inactive users

7. Differentiation

In the Polish QSR market, MojeM Nagrody stands out through the integration of simple point accrual (a uniform rate of 10 pts/PLN) with a separate coupon channel (okazYEAH!), which allows engaging customers even when they are not collecting points. Against competing chains (KFC PL - no extensive points-based program, Burger King PL - no dedicated loyalty program), McDonald's offers the most complete digital loyalty solution in Polish QSR.

8. Data and personalization

  • Data scope: registration data (email, first name), transaction history, device data and in-app behavior, menu preferences
  • Consents: participation requires accepting the terms and granting marketing consents; consent management is available in the "My account" tab
  • Personalization: push and email communication based on order history and point activity; offers in okazYEAH! may be segmented (no public data on the degree of personalization); point expiry notifications

9. Technology

  • App / digital channel: McDonald's mobile app (iOS, Android); no physical card - the loyalty card exists solely as a QR code in the app
  • Platform / provider: no public data on an external loyalty platform provider; the system is integrated with the POS (kiosk, counter, McDrive) and with the Order and Collect payment gateway (Visa, Mastercard, Apple Pay, Google Pay, BLIK)
  • Integrations: self-service kiosk, McDrive, the Order and Collect service, McDelivery (points and okazYEAH! are not available in McDelivery via third-party apps)

10. Communication and lifecycle

  • Communication channels: in-app push notifications, email, ATL campaigns (TV, digital, social media), POP materials in restaurants, profiles on Facebook/Instagram/TikTok/YouTube
  • Onboarding: welcome screens explaining the rules after logging in; a 300-pt bonus for the first scan (applies to the launch activation and later promotional campaigns)
  • Retention / reactivation: weekly okazYEAH! as a habitual trigger; notifications about upcoming point expiry; special campaigns and seasonal rewards (gadgets, digital rewards)

11. Conclusion / inspiration for the almanac

MojeM Nagrody demonstrates that in mass-market QSR a simple, uniform point rate combined with a weekly coupon rotation is enough to effectively build a digital habit. Separating "rewards for points" from "rewards for logging in" (okazYEAH!) is a dual engagement-loop pattern that can be transferred to designing programs in industries with high purchase frequency.

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