McDonald's New 'Fan Persona' Report Is A Lot Like Spotify Wrapped
It's December, and we're rapidly approaching a new year; some of us, we're sure, are happy to see the backside of 2022 and are looking forward to what the new year will bring. The end of the year is also the perfect time to reflect, even if your year was less than stellar. If those reflections come up wanting, maybe make a resolution to do something different — be more grateful, start a bullet journal, be more assertive, or sweat less about the small stuff.
Companies and brands have started to release year-end reflections based on their users' data, the most famous being Spotify's Wrapped feature. Since 2016, Spotify has used listener data to generate a rundown of your listening habits and wrap them in a nice, social media-ready bow. Things like this are so popular because, according to anthropologist Nick Seaver, "Humans are good at trying to find reflections of ourselves in anything" (via The Guardian). And now, McDonald's is giving its fans their own year-end reports to see how your eating habits stacked up this year.
McDonald's Fan Personas allows fans to reflect on their 2022
McDonald's USA has crunched the numbers on their new loyalty program, MyMcDonald's Rewards, and has generated the 2022 FANnual Report. The data allowed loyalty program members to be categorized into "fan personas," reflecting their eating and ordering habits throughout 2022. Are you a Carpe All Day, "redeeming points almost as fast as you can earn them," or an Insider, going to the same restaurant with the same order, because "routine is rewarding, and you wouldn't have it any other way?"
The data also revealed some interesting habits nationwide. New York City was twice as likely to order McDonald's at night than the rest of the U.S., frequently ordering between the hours of midnight and 4 a.m. Hawaii and Alaska weren't left out, either — Hawaii ordered the most Filet-O-Fish sandwiches with Maryland close behind, and Anchorage residents were ordering McFlurries on the coldest day of the year at a frigid -3.7 degrees Fahrenheit.
If you're a MyMcDonald's Rewards member, you can find your own fan persona in your email.