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SENSOR TOWER · SEEMA SHAH · DECEMBER 2023
McDonald’s vs. Taco Bell: The Battle for Customer Loyalty
Per Sensor Tower data, McDonald's mobile DAUs increased 21% YoY through the first 11 months of 2023, showing a strong correlation with the company's stock performance. Approximately 85% of fluctuations in McDonald's stock price between 2019 and 2023 may be linked to shifts in the app's DAUs. Taco Bell leads the US QSR space in app stickiness growth, while McDonald's leads in active user growth. Taco Bell's increase in app stickiness may be driven by its audience of PC and console gamers.
Key Takeaways:
McDonald's mobile DAUs - which in the first 11 months of 2023 increased by 21% YoY - show a strong correlation with the company’s stock performance. Between 2019 and 2023, approximately 85% of the fluctuations in McDonald’s stock price might have been linked with shifts in the app's active user base, underscoring the potential role of mobile engagement in the company's overall business success
Taco Bell leads the US QSR space by app stickiness growth, with the app’s percentage of monthly users returning to the app on a daily basis growing by 10% since 2019. McDonald’s, which has seen a slowdown in app stickiness growth in 2023 YoY, continues to lead the US QSR space by active users growth, with MAUs in the first 11 months of 2023 up 27% YoY, significantly ahead of Taco Bell (10%), Chipotle (7%), and Wendy’s (1%)
Part of Taco Bell’s increase in app stickiness might be driven by its distinct user base. Compared to the general population of smartphone users in the US, Taco Bell's audience over-indexes to PC and console gamers (+136% across both personas), the highest share amongst leading QSR apps, including McDonald’s, Chipotle and Burger King per Sensor Tower’s Audience Insights data
With one of the highest average user age among leading US QSR apps in 3Q23, and a 9% YoY increase in its 45+ users, McDonald's might experience a significant impact from a potential decrease in food prices in 2024, if older - and generally wealthier - users shift back to more expensive dining options
McDonald's plan to expand its loyalty program to 250m global users by 2027 dovetails with the surge in its 'power users', those opening the app more than seven days per month, which surged to a record 15% of its US user base in the month of Nov’23 and 13% as of 4Q23 QTD, representing a 10% YoY increase
For more information, request the full report from reports@sensortower.com.
