For McDonald’s corporate brass, 2015 was a tale of two halves: The first half was challenging, while the second half was resurgent. That second-half momentum from last year has carried over to 2016 as the iconic brand stepped up its customer engagement efforts, forging bigger and better brand loyalty.
Earlier this year, there was also talk of a new loyalty program being unveiled sometime in 2017.
Last week, McDonald’s registered very favorable third-quarter fiscal results, punctuated by the company’s fifth....