McDonald’s downplays loyalty push after launch of mobile ordering service

McDonald’s has downplayed any major move into the loyalty market despite launching a mobile ordering service that offers rewards for users.

The burger chain has released an app on iPhone and Android called MyMacca’s that will enable burger fans to pre-order food and drinks on their smartphone.

It will also include a Mysurprises section that will reward users with special offers, discounts and “many other promotional items”. But McDonald’s rejected any suggestion it was the beginning of a concerted loyalty push.

“The MyMacca’s app was created primarily as a way to offer mobile ordering to customers across Australia,” a spokesman told Mumbrella.