McDonald’s Built a 515-Page Dossier on Me. It Says I’ll Never Stop Eating There
I requested a copy of my data from McDonald’s loyalty program and received an extensive, personalized report that algorithmically predicts my next purchase.
A California resident recently received a 515-page dossier from McDonald's detailing the company's predictions for her future consumption. The report was generated from data collected through the McDonald's loyalty program app. It predicted the number of visits she would make, the average spend per order, and her total predicted value to McDonald's over the next six weeks.
McDonald's stated that they use personal information to create personalized customer experiences, including relevant deals and offers. Privacy experts noted that while this level of detail might feel invasive, it's standard practice for large companies in the US. The company's predictive algorithms also identified her favorite item as a Large Diet Coke and classified her buying habits as "Food-Led Afternoon Snack" or "On the Go Lunch in a Rush."
The report also listed the top 10 products most relevant to her, including items like Spicy Snack Wrap and Double Cheeseburger.
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