McDonald's is in the process of developing a rewards program, according to Forbes.

"We're working on a customer-designed loyalty program that we think will be as good as there is out there in the marketplace," Mike Andres, President of McDonald's USA, said earlier this month at the UBS Global Consumer Conference.

The loyalty program will be a feature on an updated smartphone app McDonald’s plans to release at the end of the year or in early 2017, Forbes reported.

The current McCafe app, launched nationally last October, has a beverage loyalty program that rewards customers in some markets with a free McCafe drink after they’ve purchased five. That app has been downloaded 7.5 million times.

With the recent introduction of all day breakfast and now a loyalty program, this is just the latest attempt from McDonald's to stay competitive with companies like Starbucks and Dunkin Donuts.

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