Story perspectives

McDonald’s Pilots Drive-Thru Ads After Orders in 450 Stores

By Drooid · Sep 23, 2026, 10:51 PM UTC · How we work

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Summary

Story summary

McDonald’s launched a pilot displaying third-party ads on digital drive-thru boards after orders.
The test operates in about 450 company-owned U.S. restaurants, excluding franchised locations.
Chief marketing officer Morgan Flatley said the media network could eventually generate $1 billion.
U.S. comparable sales grew only 0.8% in Q2 2026, down from 2.5% a year earlier.
Analysts expect the ad pilot to add high-margin revenue as McDonald’s faces rising costs.

History

Historical Context

In 2003 McDonald’s unveiled its first global “I’m Lovin’ It” campaign, created by Heye & Partner and launched in Chicago on June 12 before rolling out in Munich and the United States later that September, featuring Justin Timberlake’s jingle and translation into at least 11 languages. The 2026 drive-thru screen ads echo that brand-revitalization effort as sales pressure returns.

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Story summary

McDonald’s launched a pilot displaying third-party ads on digital drive-thru boards after orders.
The test operates in about 450 company-owned U.S. restaurants, excluding franchised locations.
Chief marketing officer Morgan Flatley said the media network could eventually generate $1 billion.
U.S. comparable sales grew only 0.8% in Q2 2026, down from 2.5% a year earlier.
Analysts expect the ad pilot to add high-margin revenue as McDonald’s faces rising costs.

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