McDonald's China links loyalty programme to Ele.me app

More than 2,000 branches of the fast food giant now have a virtual presence on the app.

McDonald’s China customers can now earn loyalty points when they order through Ele.me app, Alibaba Group’s on-demand delivery platform.

Users can activate a McDonald’s membership card on the app to earn loyalty points for purchases and receive vouchers.

McDonald’s China launched its membership program last year, rewarding members for purchases made in-store or via its app and mini-program. It now counts more than 75 million members.

“Integrating our loyalty program with Ele.me helps us provide more customers with a complete set of membership services and benefits, which ultimately enhances the delivery experience,” McDonald’s China head of brand extension Emily Pang.

According to Ele.me vice president Hu Xiaoyu, the company also plans to roll out even more features, such as birthday perks and member-only sales campaigns, to “bring more value to every purchase.”