Organized Money The Dark Side Of The McDonald's Monopoly Contest
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Oct 30, 2025 In this insightful discussion, Sam Levine and Stephanie Nguyen, former FTC officials and now experts in consumer protection and data privacy, shed light on the hidden dangers of loyalty programs. They unveil how companies like McDonald's exploit these schemes to harvest consumer data and manipulate spending through surveillance pricing. The duo breaks down their framework of attracting users and raising prices, while revealing the surprising legality behind extensive data collection. Join them as they explore why loyal customers often end up paying more and the implications for competition and consumer trust.
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Loyalty Programs Are Data Engines
- Loyalty programs primarily exist to collect rich personal data, not just to give discounts.
- Companies treat that data as a financial asset used to price and sell to third parties.
Hook, Hack, Hike Framework
- Levine and Nguyen define a three-step loyalty play: hook, hack, and hike.
- Companies lure users, build psychological profiles, then raise prices or cut benefits using those profiles.
McDonald's Monopoly Goes Digital
- McDonald's relaunched Monopoly requiring the app to redeem pieces, forcing customers into the loyalty ecosystem.
- Physical pieces now must be scanned into the McDonald's app to collect and redeem rewards.