On September 23, 2026, McDonald's announced its plans to create a media network, following the successful models of Amazon and Walmart. The initiative began with a pilot program in August, where 450 company-owned U.S. restaurants displayed advertisements on digital drive-thru boards.
Although the program has not yet expanded to franchise locations, McDonald's envisions it could evolve into a $1 billion business. Morgan Flatley, McDonald's global chief marketing officer, highlighted that commerce media is a rapidly growing sector, projected to exceed $100 billion in the U.S. by 2028.
This venture is seen as a way to generate high-margin revenue with minimal additional costs and operational complexity, especially as the company faces rising input costs and plans significant investments in restaurant upgrades. CFO Ian Borden emphasized McDonald's unique market position, noting its extensive reach across the U.S. population and its vast network of 14,000 locations.
The success of similar advertising networks by Amazon and Walmart, which have seen substantial revenue growth, further underscores the potential for McDonald's to capitalize on this trend. The announcement was made during the company's investor day, where executives also discussed plans for enhancing sales through restaurant improvements and food quality enhancements