Fast food’s new playbook

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The fast-food giant is tapping into stars with huge social media followings to promote pre-existing menu items.

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why it matters: There are signs that it’s boosting sales — and every hot celebrity may be trying to close these deals soon.

“It’s pure marketing. “There’s no exciting or new product associated with any of this,” says Jim Sanderson, an analyst at Northcoast Research.

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Figures: placer.ai, Chart: Jared Whelan/Nerdshala

Catch up quickly: First came McDonald’s, which began launching limited-edition “Famous Orders” last year.

  • Others — like Tim Hortons, who will launch Donut Hole with Justin Bieber next week — are following suit.
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what to watch: Some launches correlate with a traffic spike, according to data from analytics firm Placer.ai (it doesn’t track stores overseas).

  • poppies foot traffic Earlier this month, rapper Megan Thee placed a 9% increase in Stallion’s name on a special sauce — the biggest weekly jump since February.
  • McDonald’s biggest jump Last year coincided with the introduction of Travis Scott food into foot traffic. company said That month was the best for same-store sales in nearly a decade.

yes but: Burger King’s food launch last month with hip-hop star Nelly and others wasn’t enough to propel that quarter’s U.S. sales past 2019 levels.

What will happen next: McDonald’s will partner with Mariah Carey (“all I Want For Christmas Is You“) for 12 days holiday deals.

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