MACY’S: The retailer plans to open smaller-format stores in an empty Carson’s. PAGE 3
BOOTH INSIGHTS: Would Warren Buffett buy your business? PAGE 9
CHICAGOBUSINESS.COM | JUNE 20, 2022 | $3.50
McD’s loyalty program is turning one Despite signing up 26 million members, MyMcDonald’s Rewards hasn’t stemmed the slide in store traffic
JOHN R. BOEHM
BY ALLY MAROTTI
THE FASTEST-GROWING FIRMS IN THE AREA The businesses on Crain’s 2022 Fast 50 saw a median increase in revenue of 592.8% over the past five years
McDonald’s customer rewards program has signed up 26 million members since its U.S. launch almost a year ago, on par with some of the biggest loyalty programs in the business. But signing up customers is just the first step. To succeed, the MyMcDonald’s Rewards loyalty program must get them to visit McDonald’s more often and spend more. The program is critical to the Chicago-based company’s longterm effort to drive sales growth. McDonald’s has struggled to generate consistent growth, in
part due to persistent declines in customer counts at its 14,000 U.S. locations. Guest counts fell 2.2% in 2018 and 1.9% in 2019 before dropping by an undisclosed amount in 2020 when the pandemic forced restaurant closures. McDonald’s started disclosing customer traffic numbers again in the first quarter of this year. Chief Financial Officer Kevin Ozan told analysts that guest counts sank 1% compared with the first quarter of 2021, an indication the loyalty program has yet to revive store traffic growth. CEO Chris Kempczinski said See McDONALD’S on Page 26
Industry keeps quiet on transfer tax hike The proposed levy would add $158 million to the cost of buying pricey real estate in Chicago
PAGE 17
JOHN R. BOEHM
BY DENNIS RODKIN Real estate interests have been largely silent as a proposal to fund homelessness-fighting programs by nearly tripling the transfer tax on pricey Chicago properties gains momentum. The number of aldermen sponsoring a measure authorizing a referendum on the tax hike this fall has nearly doubled since April to 17. In May, 80 members of an interfaith clergy
group delivered a letter to Mayor Lori Lightfoot urging her to support the proposal, called Bring Chicago Home. Meanwhile, opposition to the proposal—which, based on 2021 property sales, Crain’s estimates would add about $158 million a year to the cost of buying homes or commercial property worth $1 million or more—has seemingly not materialized. No press See TAX on Page 27
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CATERPILLAR COVERAGE GREG HINZ: What we need to bounce back from HQ losses. PAGE 2
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JOE CAHILL: Will Boeing, Caterpillar exits be a wake-up call? PAGE 3
OPINION: Are elected officials listening to Cat’s message? PAGE 10
6/17/22 3:46 PM