In a recent press release McDonald's Corp. announced the introduction of the MyMcDonald’s Rewards program allowing consumers to obtain “freebies” using the McDonald’s app. at participating restaurants nationwide from July 8th. Users will earn 100 points for every dollar spent on qualifying purchases.

Points will be used for free items according to a tiered scale including breakfast sandwiches, McCaféFrappe or burgers and fries.

Guests using the rewards will automatically receive 1,500 points after their first order using MyMcDonald’s Rewards, allowing a choice of Hash Browns, Vanilla Cone, McChicken® or a Cheeseburger to be redeemed on their next order.

The program appears complicated and may well rebound to the detriment of sales if actual benefits do not satisfy customer anticipations. The program will elicit competitive loyalty offerings from other QSRs. If they are more simple and easier to redeem McDonalds will lose goodwill and patronage.