McDonald's Developing Customer Rewards Program

McDonald's is developing a customer rewards program that will let people rack up points for eating at the fast food chain but also let the company track personal eating habits and tailor rewards to them.

McDonald’s USA President Mike Andres made the announcement at the UBS Global Consumer Conference, according to multiple reports, but didn't get too specific on details.

A Patch request to the company, headquartered in Oak Brook, Illinois, for confirmation and more details was not immediately returned.

The announcement comes as similar programs by Starbucks and Dunkin Donuts have bene popular among consumers.

“We’re working on a customer-designed loyalty program that we think will be as good as there is out there in the marketplace,” Andres said, according to Forbes.

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McDonald's currently has a mobile app with a buy-five-get-one-free offer for coffee, but the new program will be much more "robust," Andres said, according to Fox News.

McDonald's wants to move “to this point of mass personalization where we talk to each of our customers individually based on what their needs are," Andres said.

He continued: "If we see them falling off, we can entice them with their favorite products to come back. That’s the future, customer relationship management, and we think that’s going to be a significant sales layer for us.”