McDonald's Built a 515-Page Dossier on Me. It Says I'll Never Stop Eating There

A McDonald's loyalty program member obtained their 515-page data file and discovered the company uses detailed behavioral tracking and predictive algorithms to forecast customer purchases, predicting the author would visit 2.16 times in six weeks and spend $29.15, with zero likelihood of stopping patronage. Privacy experts confirmed this level of data aggregation and predictive modeling is standard practice among major U.S. companies' loyalty programs, though the specificity may feel invasive to consumers who don't fully realize how their information is being used.