Here's How Big of an Impact Travis Scott's Partnership With McDonald's Had on the Company Amid COVID-19 Slump
Travis Scott gave the Golden Arches its Midas touch and helped McDonald's wade through the pandemic.
The Wall Street Journal reported Thursday that sales at McDonald's Corp. in July, August and September increased by 4.6 percent compared to the same period last year. This follows a quarter in which McDonald's sales fell nearly 9 percent year over year after the company was forced to shut down dining rooms due to COVID-19.
The company attributes this growth to its partnership with Scott. This new move in marketing gave the company some momentum as the Travis Scott meal became one of McDonald's most sought-after menu items. Scott's personalized meal was also accompanied by exclusive merchandise that only added to the appeal of the meal.
Scott was the first entertainer to appear on the menu since Michael Jordan had McDonald's create McJordan food in 1992. McD's has decided to capitalize on the success of Scott food by adding more celebrities to the line-up. Next up is international sensation J. Balvin, whose personal meal includes a Big Mac, french fries and an Oreo McFlurry.
"We've been making efforts recently to go beyond our traditional comfort zones," said Morgan Flatley, McDonald's chief marketing officer in the United States.
While it's easy to do Travis Scott all credit, it should be noted that McDonald's made structural changes to its operations that also contributed to its success. The chain has focused on speeding up drive-through operations so that guests can be served on time while the dining rooms are still closed.
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