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For the launch of a single menu item, McDonald’s opened up a “dupe” version of its fast-food restaurant called “McDonnell’s.”
The Big Meal: Large-scale activations have become a crucial way to create buzz around products and devise a marketing moment with the potential for virality… something that McDonald’s, more so than any other chain, has recently embraced.
Between The Buns: Partnering with Chain (the pop-up restaurant startup founded by actor BJ Novak, chef Tim Hollingsworth, CryptTV co-founder Jack Davis, and manager Byron Ashley), McDonald’s created McDonnell’s for one day.
- McDonnell’s, which was open in Los Angeles for one day last week, was purposely designed as a knock-off version of the Golden Arches, with its signature menu being “The Chicken Sandwich.”
- It turns out that the sandwich was really the Chicken Big Mac that’s coming to US stores for a limited time starting October 10th (it’s already a hit menu item in the UK).
- McDonald’s also partnered with influencer Kai Cenat to livestream reactions to people eating the sandwich.
Final Bite: Creating what customers think is a lovingly satirical version of McDonald’s (Chain’s specialty) is a pretty ingenious way of introducing a new menu item… especially if you know that the sandwich has the goods. The stunt comes at a time when McDonald’s — and the whole fast-food industry at large — is looking to boost slumping revenue (chicken sales are now surprisingly on par with beef sales at the chain). Don’t be surprised if the new fast-food wars are all about creating unique dining experiences.
Secret Menu Item: This isn’t the first time that McDonald’s has parodied itself.
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