McDonald’s has initiated a pilot program to sell advertising space on its digital menu boards. The advertisements are displayed to customers after they complete their orders, appearing while they wait for their food to be prepared. The company is currently testing this initiative at a selection of its own restaurant locations.
The move comes as McDonald’s faces a slowdown in growth. In the latest quarter, comparable sales in the United States rose by 0.8%, a decrease from the 2.5% growth recorded during the same period last year. CEO Chris Kempczinski noted that the company previously reduced digital deals to fund a new menu featuring items priced under $3, which did not perform as expected.
The company is now shifting its focus back to value-driven strategies, with Kempczinski stating that McDonald’s will prioritize competitive pricing moving forward. In addition to menu board advertising, the company continues to explore new technologies, including a Google-powered artificial intelligence ordering system for drive-thru lanes, which is currently being tested at five locations in the United States.
