McDonald's Israel Ends Customer Survey Rewards Amid Price Increases
McDonald's Israel has quietly discontinued its longstanding customer survey reward program, effectively marking a hidden price increase for regular customers. Until recently, customers who completed a satisfaction survey after ordering through the app or self-service kiosks received benefits such as free items or McCoins, the chain's digital currency. This reward program was gradually reduced starting in November 2023, when the free item or larger McCoins rewards were halved and replaced with a smaller 5 McCoins incentive. As of now, even this reduced benefit has been completely eliminated without any formal announcement to consumers.
Previously, customers who ordered through McDonald's self-service kiosks and agreed to receive a "green receipt" on their phone were invited to complete a short survey within an hour of ordering. Respondents earned rewards redeemable on future purchases, ranging from free small burgers or shakes to larger items for orders exceeding 100 shekels. Similarly, app users received 15 to 20 McCoins for orders above 50 or 100 shekels respectively. The company stated in November 2023 that the survey rewards program was voluntary and subject to change, hinting at possible future adjustments.
In addition to ending the survey rewards, McDonald's Israel announced changes to its McCoins loyalty program effective November 30, 2023. Under the new system, McCoins will be valid for 180 days, and unredeemed coins by the deadline will convert automatically to points under updated terms. The new earning structure increases McCoins awarded for higher-value orders, with a maximum of 28 coins for purchases over 500 shekels.
These changes follow several price hikes by McDonald's Israel in recent years, including a notable increase in February 2023 affecting meals, kids' meals, and individual items. The removal of survey incentives and loyalty program adjustments reflect the company's ongoing strategy to manage costs and customer engagement without direct price announcements. McDonald's has not communicated these changes directly to customers, who have noticed the disappearance of the benefits only through usage.
Summary: McDonald's Israel has ended its customer survey reward program and altered its loyalty McCoins system, removing benefits that effectively raised prices for customers without formal notice. These moves coincide with previous price increases and a revamped loyalty structure starting November 2023.
