McDonald’s is hosting a music festival as the fast-food giant tries to win over younger customers

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The logo of a McDonald’s Corp restaurant is seen in Los Angeles Reuters
    • McDonald’s UK announced it’s hosting a virtual music festival called “I’m Lovin’ It Live” from Oct. 30 to Nov. 1 as a way to thank its customers.
    • The music event will be available to UK and Ireland-based customers only.
    • The fast-food chain has been trying to get more younger customers through the door with celebrity partnerships.
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As part of its broader attempt to appeal to a younger audience, McDonald’s is hosting its first ‘I’m Lovin’ It Live’ music event for its customers in the UK.

The virtual music festival with prominent UK acts like Stormzy, Lewis Capladi, and Jess Glynne, will take place from Oct. 30 through Nov. 1. The concerts are the conclusion of a week-long event involving other live events featuring popular soccer players and a holiday book club for young readers.

In order to attend, users will have to download the My McDonald’s app, make an account, and enter the concert when it starts. While the event is online, it is unclear if the event has a capacity.

The event is just for customers in the UK and Ireland.

“I’m Lovin’ it Live is our way of saying thank you to our people and to our customers for all their support this year,” Michelle Graham-Clare, VP Food and Beverage, said in a press release. “Hopefully our week of good things and good times offers something for everyone from families looking for fun to music fans missing the gig scene.”

Over in the US, McDonald’s is also making an effort to appeal to younger and diverse customers as well.

This year, the fast-good giant collaborated with Travis Scott and Colombian pop star J. Balvin as a way to help bring younger consumers in the door. The former helped get customers between the ages of 11-24, which has been a hard demographic for the brand in the past.

Overall, McDonald’s is slated to have a strong back-end of the year, as Bank of America analysts have said that consumers have grown “tired of their own cooking” as the pandemic rolls on, and the announcement of the new partnerships mentioned above.