Data Economics

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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

Based on our analysis, Yum! Brands, Inc. (“Yum!”) and McDonald’s Corporation (“McDonald’s”) can grow Enterprise Value by $319 million and $1.5 billion respectively for every 10 percent increase in loyalty program penetration. Obviously, a number of factors will impact these estimates including a more precise calculation of Customer Lifetime Value (CLV), loyalty membership, and the companies’ stance on data privacy.

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