Technology
McDonald's Tests Third-Party Ads on Drive-Thru Menu Screens
The fast-food chain is piloting advertisements from outside brands on digital menu boards as customers wait for their orders at company-owned locations.
The Verge
McDonald's is experimenting with a new advertising model: displaying ads from other companies on drive-thru menu screens at select company-operated restaurants. The test positions third-party advertisements on digital menu boards that customers see after they've completed their order while waiting for their food to arrive.
The Pilot Program#
The initiative represents a controlled, limited rollout at McDonald's company-owned locations. According to the company, the trial is designed to evaluate whether customers will engage with ads for external brands during the drive-thru wait period—essentially monetizing screen time that would otherwise show static content or promotional messages.
Revenue Strategy#
The move signals McDonald's interest in developing fresh revenue channels as the chain confronts declining sales in its domestic market. By opening menu board real estate to paid advertisements, the company can generate income without increasing menu prices or altering its core business model.
A McDonald's representative explained that the program aims to deliver "post-purchase content that customers may find helpful, relevant, or interesting"—framing the ads as potentially useful rather than purely disruptive.
Broader AI and Technology Push#
The advertising pilot complements McDonald's wider technology expansion. The chain is advancing its ArchIQ AI assistant, which can identify repeat customers and recall their typical orders. This combination of personalized AI and targeted advertising positions McDonald's to refine both the ordering experience and its monetization strategy in tandem.
