McDonald's Tests Third-Party Ads on Digital Menu Boards

McDonald's is testing third-party advertising on its digital menu boards in select company-owned restaurants. The test, which plays ads after customers place their orders, aims to share post-purchase content that customers may find helpful or interesting while maintaining the McDonald's experience.

The US fast-food giant has over 13,700 locations, with about 26 million people visiting each day and reaching nearly 90% of Americans annually. The company is modernizing its digital displays, adding indoor menu screens and self-service kiosks, with over 11,000 US drive-thrus having installed digital boards by 2019.

Rising costs and lighter foot traffic are pressuring McDonald's US business, with comparable sales advancing at their slowest clip in over a year. The company is sharpening its value offers and rolling out plans to refresh restaurants, upgrade food quality, and improve service.

The extra dollars from in-store screens could help support these efforts without tinkering with menu prices. Quick-service brands like McDonald's lag retailers in converting their data and customer moments into advertising enterprises.