McDonald's tests advertising on drive-thru menu screens

McDonald's is testing advertising on the digital menu boards at its drive-thru lanes, according to a report from Bloomberg. The pilot program is described as "limited" and is being run at restaurants owned directly by the company rather than franchise locations.

Under the test, customers at participating drive-thru locations will see advertisements from other brands appear on the digital menu screens after they place their order, while they wait to move forward and collect their food. The ads would run during a window when customers are otherwise looking at a static or promotional screen.

A new advertising channel

Drive-thru menu boards represent a captive audience for advertisers, since customers typically spend at least a few minutes at the window between ordering and receiving their meal. Turning that screen time into paid advertising space would give McDonald's an additional revenue stream beyond food sales.

The move fits a broader pattern among retailers and fast-food chains exploring "retail media" opportunities, in which in-store screens, apps, and other customer touchpoints are sold as advertising inventory to outside brands, following the model long used by supermarkets and e-commerce platforms.

McDonald's has not detailed how many restaurants are involved in the pilot, which brands are advertising, or whether the program will expand beyond company-owned locations to the much larger network of franchised restaurants. The company has not issued a broader public statement beyond what was reported.