Fast-food chain McDonald’s (MCD) is bringing back its popular Monopoly game in the U.S. for the first time in nearly 10 years, starting October 6. However, the game is getting a modern twist. Instead of using a paper board to track peeled-off stickers, most of the game will now be played through the McDonald’s app. Indeed, customers who are part of the loyalty program can scan game pieces found on items like large fries or receive digital pieces through eligible app orders.
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To win, customers must collect all pieces from a specific property set. Furthermore, prizes include free food, bonus reward points, one million American Airlines miles, a Jeep Grand Cherokee, and even a $1 million cash prize. Unsurprisingly, McDonald’s hopes that the return of Monopoly will help keep its sales rising after a slow start to the year. In fact, it is worth noting that sales increased by 2.5% in the quarter ending on June 30, thanks in part to promotions around “A Minecraft Movie” and the return of crispy chicken strips.
Interestingly, the Monopoly game has a long history with McDonald’s that goes all the way back to 1987. However, McDonald’s is now using the game not just to boost sales, but to also grow its loyalty program. In fact, CEO Chris Kempczinski says that loyalty members visit more often and now make up about a quarter of U.S. sales. Globally, McDonald’s hopes to reach 250 million active loyalty members by 2027, which would be an increase from the current 185 million.
Is MCD Stock a Good Buy?
Overall, analysts have a Moderate Buy consensus rating on MCD stock based on 13 Buys, 12 Holds, and one Sell assigned in the past three months, as indicated by the graphic below. Furthermore, the average MCD price target of $322.80 per share implies 6.5% upside potential.
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