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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