McDonald’s Links Burgers and DVDs

McDonald’s is enhancing its own version of dinner and a movie, expanding testing of its national DVD-rental kiosk program across several markets this year.

Last month, the QSR added DVD rental kiosks in the Houston and Minneapolis markets and planned to expand to the Salt Lake City area by July 4. The expansion comes after a yearlong test of the service in the Denver area, which garnered more than 1.7 million rentals, according to the company.

“Redbox is another way McDonald’s is providing a fun, quick and convenient experience that fits our customers’ busy lifestyles,” said McDonald’s USA spokesperson Shannelle Armstrong. “By providing consumers with additional services, we are building loyalty and making their lives a little easier.”

McDonald’s red kiosks feature up to 40 top DVD titles, including latest releases. New releases are added to the kiosks each Tuesday. Consumers can rent DVDs for $1 per night. No membership fees or late fees are required and movies can be returned to any McDonald’s kiosk. Customers who don’t return the DVD after 25 days can keep the movie, but are required to pay the $25 rental fee.

Consumers can find the nearest Redbox location by visiting Redbox.com.

The fast food chain is testing additional markets to see how the service fits with the brand’s environment and customer experience, Armstrong said. In some markets, the QSR is testing how redbox can help introduce consumers to new menu items and provide users with coupons and information, she said.

The DVD rental service is rolling out at 185 McDonald’s in Minnesota and western Wisconsin and 175 restaurants in Houston. Another 90 McDonald’s outlets in Utah, eastern Nevada and western Wyoming will offer the service by this week. McDonald’s plans to roll out the service to three other markets this year, Armstrong said.

As a special incentive, first-time Redbox renters will receive a free night’s rental when they visit a kiosk through mid July and enter the promotional code: FREE. The promotion runs through July 31 for customers in the Utah market.

“New technology can be intimidating,” Armstrong said. “By providing first-time Redbox customers with a free movie, we are providing consumers with an incentive to try the new technology.”

McDonald’s plans to expand the program to 1,200 restaurants by the end of the third quarter.