McDonald’s Just Made a Major Change to Its Drive-Thru - And Not Everyone Is Happy About It

McDonald's is finding a new use for the minutes between placing a drive-thru order and getting the food. At about 450 company-owned U.S. restaurants, digital menu boards are being tested with advertisements from outside companies after customers finish ordering.

The test began in August and was discussed at McDonald's September 23 Investor Day as part of the McDonald's Media Network, which the company hopes to become a $1 billion business over time.

For customers looking to go out to eat more, the timing matters. McDonald's views the post-order wait as unused attention that could produce revenue. Some fans see another commercial where they expect a simple transaction, and this has caused backlash.

Editor's note: McDonald's business and testing details are based on its 2026 Investor Day presentation and recent reporting; customer reactions reflect online comments and are not a scientific survey.

What McDonald's is actually testing

The new outside-brand message appears after the customer places an order, rather than replacing the menu during the decision. The company is testing whether existing drive-thru screens can deliver advertising during the waiting period without affecting the ordering process during the wait.

Why McDonald's likes the idea

Chief Marketing Officer Morgan Flatley told investors that commerce media is among advertising's fastest-growing categories and is expected to exceed $100 billion in U.S. spending by 2028. McDonald's already has the screens, locations, and traffic, so advertising offers additional revenue using its existing infrastructure.

The company says it won't disrupt service

McDonald's has framed the Media Network as a financial opportunity. Flatley described it as revenue with little additional cost, no operational complexity, and no disruption to the customer experience. The company wants the network to grow into a roughly $1 billion business, making those seconds potentially valuable to advertisers.

Customers see the waiting period differently

The problem is that McDonald's and customers measure "disruption" differently. From the company's perspective, the order is complete. From the driver's perspective, the wait is still part of the experience. An ad may not slow the order, but it changes what customers see while they wait, making the experience feel more commercial.

Some customers say the chain is getting worse

Online criticism has focused less on one advertiser than on McDonald's adding digital layers to a simple errand. Reddit commenters have described the ads as another sign of worsening service, with some saying the development is another reason they are done with the chain. Others have joked that McDonald's is monetizing customers' waiting time.

The mobile-ordering theory from customers is hard to ignore

Some commenters have connected the ad test with McDonald's push toward mobile ordering. The theory is not that the chain plans to punish drive-thru customers, but that the app provides more information, personalization, and promotions. There is no evidence the ad pilot exists to force app adoption, although the strategies fit the same digital direction.

The tiered rewards plan adds another layer to this plan

That suspicion is also getting attention because McDonald's plans a tiered loyalty program for its most loyal customers. At Investor Day, executives said the company had nearly 220 million 90-day active loyalty customers globally and wanted to offer frequent fans more value and convenience. Together, the loyalty and advertising plans point toward a more data-driven customer relationship.

This is part of a much bigger retail trend

McDonald's is not alone in turning physical locations into advertising inventory. Walmart sells digital, audio, and experiential store ads, while Kroger has expanded digital in-store advertising. Retail media is moving beyond websites and apps into places where customers shop, wait, and make decisions in person. McDonald's is bringing that same model to the drive-thru.

AI is arriving at the same drive-thru

The ad pilot is also part of a broader technology push. McDonald's is testing ArchIQ, an AI-powered drive-thru and restaurant system that supports ordering in English and Spanish and is designed to reduce routine workload. Customers may encounter more automation and targeted messaging as the company tries to make restaurants easier to use through AI and digital services.

The bigger question is customer experience

McDonald's says its overall strategy is meant to improve speed, convenience, and hospitality, with concept restaurants being tested with customers. That creates a contrast with outside advertising. A faster order or smoother pickup has an obvious benefit, but a GEICO or other company commercial after the order is finished is harder to interpret as something done for the guest.

Franchise restaurants are still a big unknown

For now, the pilot is limited to about 450 company-owned restaurants, not the franchise locations that make up most of the U.S. system. McDonald's has discussed building the Media Network across its system, but that does not mean franchisees have committed to these drive-thru ads. Expansion remains an open question.

The test still has to prove customers will accept it

The next test is about tolerance. McDonald's may find that customers barely notice post-order ads, or it may discover that the format irritates people because they are waiting with little else competing for their attention. The company has not announced a permanent rollout, leaving room to change the format or frequency before expansion.

Bottom line

McDonald's is not turning its drive-thru menu into a nonstop commercial break for those looking to avoid wasting money. It is testing whether a screen that already exists can earn money again after it finishes taking the order. From McDonald's perspective, the economics are appealing because the infrastructure and audience are already in place.

The bigger issue is whether that efficiency for the company feels like a worse customer experience. This remains a limited company-owned pilot, so an ad at one location does not mean every McDonald's is changing its drive-thru. The experiment still has to prove that advertiser interest outweighs customer annoyance.

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