McDonald's Corporation

McDonald’s Corporation

Industry: Restaurants

Enterprise Value

$221,248,471,040

Data Valuation

$175,044,359

Data Monetization Index (DMI)

0.08%

Data Monetization Index

Analysis

Data Products

Data Management Spend

Data Monetization Index

Analysis

YDC estimates McDonald’s Corporation Data Monetization Index (DMI) at 0.08% based on publicly available information.

DMI is a measure of how well a company monetizes its data. It is a ratio of the company’s data value to its enterprise value.

For the Restaurants industry, DMI is primarily driven by the value of customer loyalty data.

Restaurant companies are able to capture only a portion of their potential customer data value within their loyalty programs: not every customer enrolls in the company’s loyalty programs.

The average DMI for the Restaurants industry is 0.92%%.

Chick-fil-A has a high DMI of 2.52% due to the higher penetration of the company’s loyalty program within its customer base.

Company Name	Brand	Potential Data Valuation	Loyalty Data Valuation
McDonald’s Corporation
	McDonald’s	$3,970,464,101	$175,044,359

Takeaways

A higher DMI is generally preferable across companies and industries.
Enrolling more customers in loyalty programs increases data value and therefore DMI.

Methodology

The customer loyalty data valuation methodology referenced uses customer counts, loyalty membership, revenues, gross margin, churn rate, customer tenure, and discount rates from October 2021. Data sources include financial statements and company research. The total value of data will likely be higher once additional data sets relating to real estate, financials, and employees are included in the coverage.

Disclaimer

Please refer to the disclaimers here
Data valuation is based on customer data and publicly-available data regarding customers and loyalty data.
The total value of data will likely be higher once additional datasets are valued.
Potential customer and loyalty data valuation is based on customer counts, gross margin, churn rate, order value, customer tenure and discount rates.
Data valuation is based on data sources in October 2021.

Data Products

DMI can be increased through the creation of data products. A data product enables some goal (such as revenue growth, cost reduction, or risk mitigation) through the use of data. The user of a data product could be internal to the company (for example, the marketing department) or external (such as customers, partners, or regulators).

Data products are produced from other data products that the company collects through its normal business operations.

Example data products for this company are presented below.

Name	Description	Uses Data Product	Customer Type
Loyalty Program	McDonald’s (My McDonald’s) loyalty program had 22 million customers in 2021 (Estimated CLV $222)	Loyalty customer demographics and buying behavior	Marketing

Data Management Spend

Industry Research

Yum! Brands and McDonald’s can Increase Enterprise Value by $319 million and $1.5 billion respectively for every 10% increase in Loyalty Plan Penetration

Industry Research

Data Monetization Index for Restaurants

180 Old Tappan Road

Building 5

Old Tappan, NJ 07675

Data Economics

Enabling chief data officers and investors to tie the financial value of data to enterprise value