Insider Spotlight
McDonald’s Philippines is strengthening its customer loyalty strategy by tapping growing interest in limited-edition collectibles, using exclusive merchandise to encourage repeat purchases and deeper engagement with its digital rewards program.
The fast-food chain is introducing four glow-in-the-dark Grimace Buds on Nov. 12, available exclusively through the McDonald’s App at participating stores nationwide.
The initiative builds on the strong response to McDonald’s previous merchandise releases, particularly its limited-edition denim jackets, which saw 90 percent of available stocks claimed within 24 hours.
The company is using character-based merchandise to extend the appeal of MyMcDonald’s Rewards beyond traditional food discounts and encourage customers to accumulate and redeem loyalty points.
Blind box trading corners
The collection features four designs: Peeking Grimace, Giggling Grimace, Welcoming Grimace and a mystery variant.
Each figurine comes in a blind box, while designated trading corners at McDonald’s stores nationwide will allow collectors to exchange duplicates and complete their sets.
The collectibles also glow after exposure to light, while their packaging transforms into a miniature display called Grimace Island.
Each figurine costs 25 MyMcDonald’s Rewards points plus P199. Customers earn one point for every P10 spent on eligible purchases.
Collective rewards
McDonald’s Philippines assistant vice president for strategy and insights and digital Katrina Lee-Chua said the response to previous merchandise releases demonstrated the potential of collectible rewards.
“Seeing 90 percent of our limited-edition Denim Jacket stocks claimed in just 24 hours showed us how passionate our McDonald’s fans truly are. Their enthusiasm continues to inspire us to create more exciting and exclusive experiences through MyMcDonald’s Rewards. With the Grimace Glow-in-the-Dark Buds, we’re giving fans another way to celebrate their love for Grimace, while making their everyday McDonald’s visits even more rewarding,” Lee-Chua said in a press statement.
The latest merchandise release follows earlier collectibles, including the Grimace Tumbler, as McDonald’s continues integrating exclusive merchandise into its loyalty program. —Vanessa Hidalgo | Ed: Corrie S. Narisma
