In 2005, he became the Chief Operating Officer. At Redbox, he started first as a consultant and then as VP of Purchasing & Operations. Mitch Lowe joined Redbox in 2003 after spending five years as an executive at Netflix.

The numbers for Q2 2013 shows that Redbox rentals had surpassed 50% of the total disc rentals in the country. As of Q2 2011, 68% of the US population lived within a five-minute drive of a Redbox kiosk. In Q2 2011, kiosks accounted for 36% of the disc rental market, with 38% of that attributable to rent-by-mail services and 25% to traditional stores, according to the NPD Group. Current and former competitors include Netflix, Blockbuster, Movie Gallery and its subsidiary Hollywood Video, West Coast Video and Family Video along with other DVD by mail rental services. The company surpassed Blockbuster in 2007 in the number of US locations, passed 100 million rentals in February 2008, and passed 1 billion rentals in September 2010. While traditional brick and mortar rental stores were closing at a high rate, Redbox moved into existing retail locations such as supermarkets, and placed kiosks within them or outside of them to gain that consumer base. In February 2009, Coinstar paid McDonald's between $169 and $176 million for the remainder of the company. In early 2008, Coinstar exercised an option to increase its share from 47% to 51%. In 2005, Coinstar bought 47% of the company for $32 million, after unsuccessful attempts to sell half the company to Blockbuster and Netflix. Kiosks rented both films and video games. The company also employed a 'return anywhere' policy, different from competitors, which allowed consumers to return their rental to any Redbox kiosk, not just the one from which they originally rented it. Instead, McDonald's executive Gregg Kaplan decided to use the kiosks for DVD rentals, which was tested in Denver in 2004.

Originally the kiosks sold convenience store products under the name Ticktok Easy Shop, however in late 2003 McDonald's ended its use of the kiosks for these products. Redbox Automated Retail LLC was initially started by the McDonald's Corporation business development team.

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