McDonald's Gold Card

The Lempert Report
December 05, 2022

On today’s Bullseye – back in the day, having an engraved biz card was a sign of success, then came the Amex Black Card, then the 80s hit with Cristal Champagne, Absolut Vodka, Porsches and designer everything. All became showy signs of status – not necessarily success. But status. Fast forward to 2022 and I have to wonder if the newest promotion from one of the worlds largest fast food chains is going to spawn a status revolution for today’s equivalent of the Yuppie. McDonald’s has created the McDonald’s Gold Card. It’s not a credit card that you can apply for – some, like Warren Buffet, Rob Lowe and Bill gates have had it bestowed upon them for loyalty. Until now it’s a perk reserved and paid for by local franchisee owners that have rewarded local heroes, celebs and influencers.

Most of the time, it limits the holder to eat free at the franchisees restaurants – often for life. And in rare cases, founder Ray Kroc informally gave lifetime Be Our Guest cards – which actually were pink - to the likes of George Romney. Not sure why Warren Buffet needs one – I think he can afford his own Big Macs -  but whatever. It’s certainly a sign of status. So McDonald’s marketing folks took a look and said – if Willy Wonka can do it – so can we. I made that quote up. But it’s a smart idea even if its not an original one, and I don’t expect a movie to be made about it - their newest promotion giving away 3 McDonald’s Gold Cards. Each winner also gets 3 more Gold Cards that they can gift to friends and relatives. If you need my address winners, just text me. So these 12 gold cards will give the winners free McDonald’s meals (up to $10 each meal) twice a week for life – or 50 years – whichever comes first. Seriously McDonald’s? Have to limit to 50 years? That’s a move that just makes you look cheap. Just say for life and leave it at that, please. I’m not sure how much food a twenty-year-old will eat at McDonald’s when they are 81 anyway.

So, starting today, December 5 and running through Christmas Day, just download the app and enroll in the MyMcDonald’s Reward program. All you have to do is make one purchase during that time and you are automatically entered. McDonald’s values the card at almost $300,000 over the 50 years. This is a smart concept and if they promote and advertise it correctly can do wonders for the McDonald’s brand. Expect to see others – and not just fast food joints jump on this idea. Hey supermarket CEOS – how about you? Why not offer a Gold card for your supermarket and offer shoppers free groceries for life. Just offer one card – and maybe make it an annual promotion. In this era where shoppers are seeing supermarkets as the bad guy – even though its not true – by raising prices – this Gold Card promotion could be a great way to build loyalty and reward one lucky shopper. It’s not going to cost all that much in the scheme of things – but the value of such a promotion – could be a pot of gold.