{"id":568611,"date":"2026-08-14T08:08:10","date_gmt":"2026-08-14T08:08:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/568611\/"},"modified":"2026-08-14T08:08:10","modified_gmt":"2026-08-14T08:08:10","slug":"mcdonalds-built-515-page-file-on-customer-tracking-all-his-habits","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/568611\/","title":{"rendered":"McDonald\u2019s built 515-page file on customer tracking all his habits"},"content":{"rendered":"<p class=\"bcxzNmxesLZ\" style=\"display:none\">The dossier also stated Rogers had a \u201cCustomer Attrition Likelihood\u201d of zero, meaning McDonald\u2019s believed there was no chance he would stop eating there.<\/p>\n<p class=\"bcxzNmxesLZ\" style=\"display:none\">In a piece for Wired magazine, Rogers said he understood there would be data tracking by McDonald\u2019s when he joined the loyalty programme, but the volume of information surprised him.<\/p>\n<p class=\"bcxzNmxesLZ\" style=\"display:none\">Joseph Turow, a professor emeritus at the University of Pennsylvania\u2019s Annenberg School for Communication, told the New York Post 515 pages on one customer \u201cboggles the mind\u201d.<\/p>\n<p class=\"bcxzNmxesLZ\" style=\"display:none\">\u201cThat\u2019s AI going crazy,\u201d he added.<\/p>\n<p class=\"bcxzNmxesLZ\" style=\"display:none\">\u201cWe ought to be concerned globally. This is one case,\u201d Turow told the NY Post.<\/p>\n<p class=\"bcxzNmxesLZ\" style=\"display:none\"> \u201cImagine this going on in, you know, hundreds and hundreds of retailers across the United States, right? This is not a one-off.\u201d<\/p>\n<p><img  alt=\"The file included numerous predictions on the customer's shopping habits, including how many times he was likely to visit the store and his average spend. &#10;Photo \/ File\" class=\"article-media__image responsively-lazy\" data-test-ui=\"article-media__image\"\/>The file included numerous predictions on the customer&#8217;s shopping habits, including how many times he was likely to visit the store and his average spend.<br \/>\nPhoto \/ File<\/p>\n<p class=\"bcxzNmxesLZ\" style=\"display:none\">He said the file is a symptom of a shift towards more personalised marketing, tailored to each individual.<\/p>\n<p class=\"bcxzNmxesLZ\" style=\"display:none\">\u201cMcDonald\u2019s goal is to make its relationship with you so personalised that you will see yourself in their relationship with you,\u201d the expert said.<\/p>\n<p class=\"bcxzNmxesLZ\" style=\"display:none\">After the discovery, Rogers asked McDonald\u2019s Privacy Rights Center to delete the data. <\/p>\n<p class=\"bcxzNmxesLZ\" style=\"display:none\">He also vowed to stop eating at McDonald\u2019s.<\/p>\n<p class=\"bcxzNmxesLZ\" style=\"display:none\"><a href=\"https:\/\/www.nzherald.co.nz\/my-account\/profile\/newsletters\/?from=cmp\" target=\"_self\" rel=\"nofollow noopener\" title=\"https:\/\/www.nzherald.co.nz\/my-account\/profile\/newsletters\/?from=cmp\">Sign up to Herald Premium Editor\u2019s Picks<\/a>, delivered straight to your inbox every Friday. Editor-in-Chief Murray Kirkness picks the week\u2019s best features, interviews and investigations. Sign up for Herald Premium <a href=\"https:\/\/www.nzherald.co.nz\/my-account\/subscription\/offers\/\" target=\"_self\" rel=\"nofollow noopener\" title=\"https:\/\/www.nzherald.co.nz\/my-account\/subscription\/offers\/\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"The dossier also stated Rogers had a \u201cCustomer Attrition Likelihood\u201d of zero, meaning McDonald\u2019s believed there was no&hellip;\n","protected":false},"author":2,"featured_media":568612,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[279975,5263,6658,138,6852,3105,49269,279976,18613,12340,16718,293,5844,10167,111,139,69,90,2730,7565,110108,27053,8262,9939,26671,9938,6923,1316],"class_list":["post-568611","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business","tag-515page","tag-all","tag-built","tag-business","tag-customer","tag-data","tag-detailing","tag-dossier","tag-file","tag-habits","tag-him","tag-his","tag-journalist","tag-mcdonalds","tag-new-zealand","tag-newzealand","tag-nz","tag-on","tag-personal","tag-receive","tag-requested","tag-shocked","tag-spending","tag-states","tag-tracking","tag-united","tag-what","tag-when"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/568611","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=568611"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/568611\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/568612"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=568611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=568611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=568611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}