- McDonald’s will sell the Saweetie meal beginning August 9.
- The chain has had major success with the Travis Scott and BTS meals.
- Analysts say repackaging regular menu items is a smart business move.
- See more stories on Insider’s business page.
McDonald’s just announced the next Famous Orders meal collab with TikTok-famous hip hop star Saweetie.
Beginning August 9, McDonald’s customers in the US can the Saweetie meal: a Big Mac, four-piece chicken McNuggets, medium fries, a medium Sprite, Tangy BBQ Sauce, and “Saweetie ‘N Sour” sauce – McDonald’s regular Sweet ‘N Sour sauce renamed for the promotion.
“We’re thrilled to team up with Saweetie, a true brand fan who puts her own spin on everything she touches across music, fashion, beauty, and culture,” Chief Marketing and Digital Customer Experience Officer for McDonald’s US Morgan Flatley said in a statement. “And now she’s brought that spark and creativity to her signature McDonald’s order by celebrating her love for our food and passion for mixing things up.”
McDonald’s says the meal will be served in special packaging that reflects Saweetie’s style.
McDonald’s Famous Orders are based around the idea that “no matter how famous you are, everyone has a go-to McDonald’s order.”
McDonald’s has partnered with celebrities on signature order campaigns before to huge success. The Travis Scott meal last fall was so popular that some locations ran out of Quarter Pounder ingredients. It was also enriching for Scott personally, as he netted at least $US20 ($AU27) million from the deal, according to Forbes. The spring BTS meal was also popular, driving traffic to restaurants giving McDonald’s its busiest week of the year to date.
Collaborating with young artists and creators became huge for fast-food chains in 2020, and is continuing strong in 2021. The deals helped brands connect with Gen Z customers and often ended up on social media and as TikTok trends.
Like the other celebrity collaborations, the Saweetie meal is made up of existing menu items to draw in customers, a move that analysts have praised. With a celebrity endorsement, brands can harness the energy and excitement of a new product without actually adding menu items.
The Travis Scott and J Balvin collaborations both broke records in the US, CEO Chris Kempczinski said in an earnings call this week. He said the meals “speak to a new generation in authentic ways” and increase engagement without adding more complexity to restaurants. Kempczinski said the collaborations were “dynamite,” referencing a BTS hit.
The era of fast-food and celebrity partnerships isn’t likely to end anytime soon. Brands continue to look for strategies to reach younger customers, and they’ve found something that works.
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