In an attempt to boost sales especially among younger customers, McDonald's is experimenting with a mobile app at 1,000 of the restaurant chain's locations Bloomberg reported Friday.
"(Companies with a) younger and potentially more affluent customer base) have more success with mobile apps, Sara Senatore, an analyst at Sanford C. Bernstein and Co told Bloomberg. "The McDonald's customer tends to be a little older."
The company began trying out the product in Salt Lake City, and Austin, Texas in September, and does not what direction it will take with the new mobile technology.
"It's premature to speculate on the future of the McD App," Lisa McComb, McDonald's company spokeswoman told Bloomberg.
The company delivers promotions to customers via the app, which they can obtain on their smartphones by visiting particular stores.
Customers then have the option to choose the promotions they want to get. These include a buy one get one free on a McDonald's breakfast sandwich, or a $1 Hot 'n Spicy McChicken Sandwich." App users must go into a McDonald's restaurant since the program does not have purchasing capabilities.
Five Guys Burgers and Fries, and Chipotle Mexican Grill Inc. also have a mobile apps, and bring in younger customers, and individuals with bigger incomes.
McDonald's has added to and changed its menu options as another way to boost sales, and list profitable food products.
Changes have included Mighty Wings for football season, the holding off of the McRib's national launch unless a location wants to sell it, a build-your-own burger concept the company is currently testing out, and a Southwest burger and Bacon Hot 'N Spicy McChicken sandwich.
McDonald's is also adding a third pick-up window to all of its drive-thrus next year to help alleviate congestion and decrease wait times.
McDonald's has over 34,000 locations throughout the world catering to 69 million customers according to the company's website.
