McDonald's Launches In-Store Media Network, Targets $1 Billion in Ad Revenue

McDonald's (NYSE: MCD) unveiled a retail media network on September 28, 2026, placing third-party advertisements on digital drive-thru menu boards and in-restaurant screens across its U.S. locations. The chain began piloting the format in August at 450 company-owned restaurants, with ads from outside brands including insurer Geico appearing after customers place orders. The approximately 14,000 franchised U.S. locations are excluded from the initial phase. Chief Marketing Officer Morgan Flatley announced the initiative at the company's Chicago investor day, citing U.S. commerce media's projected path past $100 billion by 2028. McDonald's aims to build the network into a $1 billion business, positioning it as high-margin revenue amid rising input costs such as beef and heavy planned restaurant upgrades. CFO Ian Borden said the chain's reach—serving about 85% of the U.S. population annually—supports the effort. The network will eventually span McDonald's app and self-order kiosks, drawing on data from its 220 million-member loyalty program for targeted advertising, mirroring moves by Amazon, Walmart and Uber.