McDonald’s has announced plans to establish its own media network, joining retail leaders like Amazon and Walmart in operating high-margin advertising platforms. The fast-food giant recently started a pilot program where 450 company-owned U.S. outlets display third-party ads on digital drive-thru order boards. While this initiative has yet to expand to the franchise-operated locations, McDonald’s envisions the media network eventually generating up to $1 billion in revenue.

Morgan Flatley, McDonald’s global chief marketing officer, highlighted that commerce media is among the fastest-growing segments in advertising, projected to exceed $100 billion in the U.S. by 2028. The company views this as a low-cost, low-complexity opportunity to add revenue without disrupting the customer experience. This new revenue stream could provide valuable support amid rising operating costs, including higher beef prices, and coincide with McDonald’s multibillion-dollar plans to upgrade and remodel its restaurants over the coming decade.

McDonald’s chief financial officer Ian Borden emphasized the company’s strong brand presence and expansive reach, stressing that McDonald’s serves about 85% of the U.S. population annually through roughly 14,000 locations. This broad footprint gives the company a unique advantage to connect with consumers and drive success in its advertising venture. Unlike traditional restaurants, McDonald’s is positioning itself as a pioneer in launching a proprietary media network within the sector.

The company’s move mirrors successes seen at Amazon and Walmart, where advertising divisions have become significant and profitable businesses. Amazon’s ad sales hit $68.6 billion in 2025, nearly 10% of its total revenue, with exposure across its shopping sites, streaming services, and third-party platforms. Walmart’s media network, Connect, showed a 43% sales increase in its recent fiscal quarter, placing ads on its stores, app, and digital channels. McDonald’s new media business was announced during its investor day at its Chicago headquarters, alongside plans for enhanced food quality and premium restaurant renovations.