Last updated: 31.12.2018.
This privacy statement describes how McDonald’s in the countries listed below – collect, use, protect and share the personal information of our customers. Customers include those who visit our restaurants, use our websites and mobile apps, and otherwise interact with us.
Some of the countries in which we operate have laws that require us to share specific privacy information with our customers in those countries. As such, this privacy statement is comprised of two sections – a globally applicable statement and country specific addendum.
This initial section describes how McDonald’s collects, uses, protects and shares customer information. Where there are variations for a specific country or additional information that is required to be provided under applicable country law, please refer to the applicable country specific addendum (clicking on a country will take you to the country specific addendum):
The data controller of your personal information is the McDonald’s entity in the jurisdiction where your personal information is collected. Please note that in some countries, there may be an additional entity that is the data controller. Please refer to the applicable country specific addendum for more information regarding the data controller of your personal information.
If you are a customer in a country not listed above, please visit the country’s McDonald’s website for the applicable privacy statement. You can find McDonald’s country websites at this link.
Many of our restaurants are owned and operated by franchisees, who are independent businessmen and women. This privacy statement does not apply to our franchisees or to websites or mobile apps they operate. Please see our franchisees’ privacy notices for information on how they use customer information.
We may collect personal information about you when you visit our restaurants, use our websites or mobile apps (“online services”), and otherwise interact with us (collectively, “services”). The information we collect falls into three categories: (a) information you provide us; (b) information we collect through automated methods, and (c) information we collect from other sources.
Generally, your providing of your personal information is voluntary. However, there may be situations where your providing of personal information is necessary to provide a service or is required by law. Please note that in certain cases, we may be unable to provide you with our services unless you provide the information. We will let you know when the providing of your personal information is necessary.
We may combine the information you provide us, with information that is collected through automated methods, and with information we receive from other sources.
We collect information you provide us
You may provide the following information to us, depending on how you interact with us:
• personal details, such as your name, postal and email addresses, phone number, birthday information and other contact information, when you register with our online services, log-in to Wi-Fi, enter one of our competitions, or contact us by phone or through our online services;
• transaction information, including information about the products you buy, prices, method of payment and payment details;
• account information, such as your username or password (or anything else that identifies you) used to access our online services or to buy or use our products and services;
• profile information, including products and services you like, or times you prefer to visit us; and
• other personal information you choose to provide us when you interact with us.
We collect information through automated methods
We may use automated technology to collect information from your computer system or mobile device when you visit our restaurants, use our online services, or in-restaurant technology. Automated technology may include cookies, local shared objects, and web beacons. There is more information below about cookies and other technologies in Section 6.
We may collect information about your:
• internet protocol (IP) address;
• date and time of access of our online services or in-restaurant technology;
• name and URL of the file retrieved when you use our online services;
• computer or mobile-device operating system and browser type;
• type of mobile device and its settings;
• unique device identifier (UDID) or mobile equipment identifier (MEID) for your mobile device;
• device and component serial numbers;
• advertising identifiers (for example, IDFAs and IFAs) or similar identifiers;
• referring website (a site that has led you to ours) or application; and
• activity related to how you use our online services, such as the pages you visit on our sites or in our mobile apps.
Our online services and in-restaurant technology may collect information about the exact location of your mobile device or computer using geolocation and technology such as GPS, Wi-Fi, Bluetooth, or cell tower proximity. For most mobile devices and computer systems, you will be requested to give your permission for McDonald’s to process this information. You are able to withdraw your permission for us to collect this information by using the device or web-browser settings. If you have any questions about how to prevent us from collecting exact information about your location, we recommend you contact your mobile-device service provider, the device manufacturer, or your web-browser provider. Some online services and in-restaurant technology may not work properly without information about your location If you would like us to delete information we have collected which could identify your location, please contact us at our Global or Local Data Protection Office using the contact information provided below. By law, we may need to keep certain information.
We collect information from other sources
We may collect information about you from other companies and organizations, including public databases, social media platforms, or third-party partners such as analytics or marketing providers. We may also collect information that is publicly available. For example, we may collect public profile information about you when you interact with us through social media. We may also collect communications to us or regarding us on social media.
We may combine the information you provide us, with information that is collected through automated methods, and with information we receive from other sources.
We may use the information we collect in the following ways.
To provide our services and contract with you:
• carry out your requests, fulfill orders, and process payments for our products and services;
• communicate with you about your orders, purchases or accounts with us, requests, questions, and comments;
• provide online services to you, which includes our websites or mobile apps; and
• provide customer support, including to process any concerns about our services.
To market to you, improve our services, and the following additional legitimate business interests:
• tell you about our products and services, competitions, offers, promotions or special events that we believe may interest you;
• tell you about the products and services of our business partners;
• personalize your experience in our restaurants and on our online services;
• manage our business, including developing new products and services, conducting consumer and operations research, and assessing the effectiveness of our sales, marketing, and advertising;
• use analytics and profiling technology to personalize your experience, deliver content (including advertising) tailored to your interests and how you use our online services or in-store technologies, manage our business, help diagnose technical and service issues, administer our online services and in-store technologies, identify users of our online services, identify a device for fraud prevention purposes, gather demographic information about our customers, and determine usage patterns of our services;
• maintain, manage, and improve our products, offers, promotions, and online services and other technology;
• ensure the security of our networks and systems.
To comply with applicable law:
• protect against, identify and prevent fraud and other crime, claims and other liabilities;
• comply with legal obligations and our policies;
• establish, exercise or defend a legal claim; and
• monitor and report compliance issues.
With your consent (where required by applicable law), we may use the information we collect for the following purposes:
• to send you e-mails or text messages about our products and services, competitions, offers, promotions or special events that we believe may interest you;
• to send you e-mails or text messages about the products and services of our business partners;
• provide location-based services;
• provide online services to children (if parental consent is provided);
• deploy cookies and similar technologies; and
• provide online services to you, which includes our websites or mobile apps.
We may use the information we collect about you in other ways, which we will tell you about at the time we collect it or for which we will seek your consent.
We do not sell your personal information and only share your information as described in this privacy statement.
We may share your personal information within the McDonald’s Family. The McDonald’s Family includes McDonald’s Corporation, our affiliates, our subsidiaries, and our franchisees. A list of these entities, or where you can find more information, is available at this link. Members of the McDonald’s Family who receive this information from us are not authorized to use or share the information, except as set out in this privacy statement.
We may share your personal information with vendors who provide services to us, such as fulfilling orders, providing data processing and other information technology services, managing promotions, contests, prize draws and sweepstakes, carrying out research and analysis, and personalizing individual McDonald’s customer experiences. We do not allow these vendors to use this information or to share it for any purpose other than to provide services on our behalf.
We may, for strategic or other business reasons, decide to sell or transfer all or part of our business. As part of that sale or transfer, we may pass information we have collected and stored, including personal information, to anyone involved in the sale or transfer.
There may be times where we may share information when it does not directly identify you. For example, we may share anonymous, aggregated statistics about your use of our online services. Or we may combine information about you with other customers and share the information in a way that does not link to a specific customer.
We have the right to use or share personal information as necessary to keep to any law, regulation or legal request, to protect our online services and in-restaurant technology, to bring or defend legal claims, to protect the rights, interests, safety and security of our organization, our employees or franchisees, or members of the public, or in connection with investigating fraud or other crime, or violations of our policies.
We understand how important it is to protect your privacy when you use our online services. We are especially committed to protecting the privacy of children who visit or use our online services. For more information on how a specific country protects children’s privacy, please see the country specific addenda below.
We urge parents to regularly monitor and supervise their children’s online activities. If you have any questions about our children’s privacy practices, please contact us at our Global or Local Data Protection Office using the contact information provided below. If you are contacting a Local Data Protection Office, please choose the office in the country in which you are a customer.
If you have agreed to receive marketing communications from us, you can later opt out by following the opt-out instructions in the marketing communications we send you. You can also generally find your communication preferences with instructions on how to opt out in the profile section of the online services that you use. You may also have the ability to change your communication preferences using your device settings. You can also opt out by contacting us at our Global or Local Data Protection Office using the contact information provided below. If you are contacting a Local Data Protection Office, please choose the office in the country in which you are a customer.
If you do opt out of receiving marketing communications from us, we may still send communications to you about your transactions, any accounts you have with us, and any contests, competitions, prize draws or sweepstakes you have entered. Opting out of one form of communication does not mean you have opted out of other forms as well. For example, if you opt out of receiving marketing emails, you may still receive marketing text messages if you have opted in to receiving them. Please note that if you are receiving communications from a McDonald’s franchise, then you will need to opt out from them directly.
We do not share personal information with third parties for their own direct marketing purposes, unless you give us permission to do so. When we give you notice, and you consent, we will share your personal information as you direct us to.
Your Personal Information Rights
In certain countries, individuals are entitled to the right to access, correct, transmit, restrict, delete and object to processing of the personal information we have collected. In these certain countries, individuals are also entitled to withdraw consent to processing of personal information. For more information regarding these rights, and the countries where these rights are available, please see the country specific addenda below. You can also visit the GDPR Rights Center GDPR Rights Center
Cookies and other technologies
A “cookie” is a small text file that is placed onto an Internet user’s web browser or device and is used to remember and/or obtain information about the user. Some countries in which we operate may have a cookies policy. That specific information, by country, is provided below.
A “web beacon” is a small object or image that is embedded into a web page, application, or email and is used to track activity. They are also sometimes referred to as pixels and tags.
Please note the following:
• You might be assigned a cookie when using our online services.
• We may use both session (for the duration of your visit) and persistent (for the duration of a fixed period of time) cookies and other tracking technologies.
• Our online services and other areas related to our business may have web beacons.
We may use these technologies to:
• uniquely identify you or your device;
• allow you to access and use our online services, where without them, our online services may not work properly;
• further system security where appropriate;
• statistical purposes, in order to measure use of our websites and mobile apps;
• improve our products and services;
• help us monitor the performance (e.g., traffic, errors, page load time, popular sections, etc.) of our online services;
• remember you, for your convenience, when you visit our online services
• help customize your experience;
• to market to you through targeted advertising; and
• for other purposes described in the section of this privacy statement titled, “How we use the information we collect.”
For example, we may use certain technologies to determine whether you have opened an e-mail or clicked on a link contained in an e-mail, how you use the pages and content in our mobile apps, or whether you have clicked on a McDonald’s online advertisement.
Both we and others (such as our advertising networks) may use these technologies to collect information about your online activities, over time and across third-party websites and devices, and when using our online services to further personalize your experience with us.
Use the options in your web browser if you do not wish to receive a cookie or if you wish to set your browser to notify you when you receive a cookie. Click on the “Help” section of your browser to learn how to change your cookie preferences. If you disable all cookies, you may not be able to take advantage of all the features available on a website.
Some newer web browsers may have a “Do Not Track” preference that transmits a “Do Not Track” header to the websites you visit with information indicating that you do not want your activity to be tracked. McDonald’s does not currently take actions to respond to Do Not Track signals because a uniform technological standard has not yet been developed. We continue to review new technologies and may adopt a standard once one is created.
Where video is available on our online services, we may target and track the videos you view. You consent to our tracking of your video viewing through online services or third-party social media for up to two years, or as otherwise permitted by applicable law, or until you withdraw your consent.
More information regarding how cookies and technology are used in a country in which you are a customer may be available in the country specific addenda.
When you use our online services, we (and our vendors who provide services to us) may collect information about your activities so that we can provide you with advertising tailored to your interests.
We may also have providers of other apps, tools, widgets and plug-ins on our online services, such as Facebook “Like” buttons, which may also use automated methods to collect information about how you use these features. These organizations may use your information in line with their own policies.
We are committed to taking appropriate measures designed to keep your personal information secure. Our technical, organizational and physical procedures are designed to protect personal information from accidental, unlawful or unauthorized loss, access, disclosure, use, alteration, or destruction. While we make efforts to protect our information systems, no website, mobile application, computer system, or transmission of information over the internet or any other public network can be guaranteed to be 100% secure.
We keep your information for the length of time needed to carry out the purposes outlined in this privacy statement and to adhere to our policies on keeping records (unless a longer period is needed by law). Our records policies reflect applicable laws. We will retain and use your information to the extent necessary to comply with our legal obligations (for example, if we are required to retain your information to comply with applicable tax/revenue laws), resolve disputes, enforce our agreements, and as otherwise described in this statement.
McDonald’s is a global organization with business processes, management structures and technical systems that cross borders. As such, we may share information about you within the McDonald’s Family and transfer it to countries in the world where we do business in connection with the uses identified above. Any international data transfers will be in accordance with this Privacy Statement and in compliance with applicable laws. Some countries in which we operate may have requirements pertaining to international data transfers. That specific information, by country, is provided below in the country specific addenda.
McDonald’s Corporation participation in the EU-U.S. and Swiss-U.S. Privacy Shield Frameworks
McDonald’s Corporation participates in the EU-U.S. and Swiss-U.S. Privacy Shield Frameworks (“Privacy Shield”) administered by the U.S. Department of Commerce regarding the collection, use and retention of personal information from European Union member countries and Switzerland. McDonald’s Corporation’s participation in the Privacy Shield subjects it to the investigatory and enforcement power of the Federal Trade Commission. You can view a complete list of all Privacy Shield participants, including McDonald’s Corporation, at this link.
As a Privacy Shield participant, McDonald’s Corporation is committed to and has certified that it adheres to the Privacy Shield Principles for all personal information received from the European Union and Switzerland in reliance on the Privacy Shield. Please note the following:
• McDonald’s Corporation may share personal information that is subject to the Privacy Shield Principles with vendors who provide services to it, as described above in Section 3. McDonald’s Corporation may be liable under the Privacy Shield if these vendors process such personal information in a manner inconsistent with the Privacy Shield and McDonald’s Corporation is responsible for the event giving rise to the damage.
• McDonald’s Corporation may disclose personal information received in reliance on the Privacy Shield in response to lawful requests by public authorities, including to meet national security or law enforcement requirements.
• You have the right to request access to personal information received by McDonald’s Corporation in reliance on the Privacy Shield, and to exercise choice in limiting McDonald’s Corporation use and disclosure of such information. If you are interested in exercising your right and choice, please contact McDonald’s Corporation at the address, phone number or email address below.
McDonald’s Corporation’s privacy practices are provided in this Privacy Statement. McDonald’s Corporation encourages you to contact it at any time with questions, concerns or complaints about its privacy practices and participation in the Privacy Shield; simply use the address, phone number or email address provided below. You may also refer a complaint to your local data protection authority and McDonald’s Corporation will work with them to resolve your concern.
If McDonald’s Corporation is unable to resolve your concern regarding your personal information received by McDonald’s Corporation under the Privacy Shield, you have the right to direct your unresolved concern to JAMS, an independent dispute resolution service based in the United States, to provide recourse at no charge to you. To seek recourse for an unresolved concern, please click here. If JAMS is unable to resolve your concern, you may have the right to invoke binding arbitration under certain conditions. To learn more about this option, click at this link.
Please note that the foregoing processes apply only to the resolution of disputes regarding personal information received by McDonald’s Corporation under the Privacy Shield. All other disputes that you may have with McDonald’s Corporation or any other members of the McDonald’s Family, or any agents, representatives, agencies, officers, directors, or employees, must be resolved in accordance with the terms and conditions of any applicable websites, mobile apps, email newsletters, email subscriptions or other digital properties owned or controlled by a member of the McDonald’s Family.
For more information about the Privacy Shield program, and to view McDonald’s Corporation’s certification, please visit the Privacy Shield website at this link.
This privacy statement is in effect as of the date noted at the top of the statement. We may change this privacy statement from time to time. If we do, we will post the revised version here and change the “last updated date” (the date it applies from) at the top of the statement. You should check here regularly for the most up-to-date version of the statement.
You can contact us at any time about McDonald’s privacy practices at our Global or Local Data Protection Offices. Our Local Data Protection Offices can assist with country-specific queries or information. Contact information for our Local Data Protection Offices can be found in the country specific addenda.
Global Data Protection Office
Attention: Global Data Protection Office
Privacy at McDonald’s, Dept. 282
110 North Carpenter Street
Chicago, IL 60607-2101, USA
Pursuant to the provisions of Article 15 of the Personal Data Protection Law (“Official Gazette of RS”, no. 97/2008, 104/2009 – other law, 68/2012 – decision of the CC and 107/2012) – hereinafter: LPDP) NICEFOODS RESTORANI DOO BELGRADE, with registered seat in Belgrade, 85a Mihajla Pupina Boulevard, Registration number: 7092652, TIN: 100000207, (hereinafter: Data controller), as the Data controller, prior to commencing the collection and further processing of personal data in relation to the use of global application of Mc Donald’s restaurants “GMA – Global Mobile Application“, hereby issues the following notification:
The Data controller shall collect and further process the e-mail, name and surname of the application user.
The Data controller shall carry out the following personal data processing activities:  collection,  recording,  using,  keeping and  granting access.
The Data controller shall process the personal data referred to in item 1 of this notification solely for the purpose of keeping records about returning consumers, awarding of permanent consumers and providing more favourable conditions for the provision of services at McDonald’s restaurants.
The Data controller shall collect the personal data referred to in item 1 of this notification from data subjects for the purpose of keeping records about returning consumers, awarding of permanent consumers and providing permanent consumers with more favourable conditions for the provision of services at McDonald’s restaurants.
The user of data referred to in item 1 of this notification shall be the Data controller. In addition to the Data controller, the data shall also be processed by the company Plexure Limited from New Zealand, registration no. 3072625, Level 3, Quay St Auckland, 1010, as a person globally engaged by Mc Donald’s [where Data controller is the franchise holder for Serbia] to process the data of consumers that use the global application. The data shall be sent to the aforementioned data processor via an internet server Microsoft Azure located in Amsterdam, the Netherlands.
The Data controller shall collect the personal data referred to in item 1 of this notification from the data subjects in accordance with the Article 12, paragraph 1, item 2 of the Personal Data Protection Law, for the purpose of fulfilling its obligation of awarding the permanent consumers and providing the permanent consumers with more favourable conditions for the use of services of McDonald’s restaurants.
The Data controller shall notify the data subjects of any modification, amendment or deletion of data without delay, and in any case not later than 15 [fifteen] days of the date of such modification, amendment or deletion
The Data controller shall export the personal data referred to in item 1 of this notification outside the country via the Microsoft Azure server in Amsterdam in the Netherlands to the Data processor Plexure Limited from New Zealand, registration no. 3072625, Level 3, Quay St Auckland, 1010.
The data subject is entitled to request the following from the Data controller:
✓ to be truthfully and fully notified about the processing of his/her data in the sense of the provisions of Article 19 of the LPDP,
✓ the right to be notified, to have access to and/or a copy of the data relating to him/her, and the rights based on the access to the data (correcting, supplementing, updating, deleting the data and terminating and temporarily suspending the processing).
The data subject has the right to delete the data if the purpose of processing is vaguely defined and/or the purpose of processing has changed, but the conditions for processing are not met for the changed purpose, and/or the purpose of processing is accomplished, i.e. the information is no longer necessary to achieve the purpose; and/or the method of processing is not permitted; and/or the information belongs to the number and type of data whose processing is disproportionate to the purpose; and/or the data is incorrect and cannot be replaced with correct data by virtue of corrections; and/or the information is processed without the consent or authority based on law, and in other cases when processing cannot be carried out in accordance with the provisions of the LPDP.
The Data controller shall not carry out the data processing if:
1. a natural person did not give his/her consent to processing, i.e. if processing is carried out without legal ground;
2. processing is done for purposes other than those specified, regardless whether it is based on a person’s consent or on statutory powers for data processing without consent, except if the processing is done for the purpose of collecting funds for charity referred to in Article 12(2a) and Article 12a of the Personal Data Protection Law;
3. the purpose of processing is vaguely defined, modified, inadmissible or already achieved;
4. the data subject is identified or identifiable even after the purpose of such processing is achieved;
5. data are processed by inadmissible means;
6. the processed data is unnecessary or unsuitable for the purpose of processing;
7. the number or type of data processed is disproportionate taking into account the purpose of processing;
8. the data are inaccurate and incomplete, i.e. if they are not based on a credible source or are outdated.
The Data controller shall keep and process the personal data referred to in item 1 of this notification for as long as the data subject is the user of the application.
The Data controller shall, in the sense of the provisions of the Article 47 of the LPDP, provide adequate protection of personal data referred to in item 1 of this notification, from abuse, damage, loss, unauthorised alternations or access, i.e. shall take all the necessary technical, human resources and organizational measures to protect data in accordance with the established standards and procedures in order to protect data from loss, damage, unauthorised access, modification, publication and any other abuse, as well as to provide for an obligation of keeping data confidentiality for all persons who work on data processing.
Belgrade, 31 December 2018