K-Pop Group BTS and McDonald’s Launch Exclusive Meals
In late May, McDonald’s released food together with Korean group BTS.
The first week attracted more shoppers than Travis Scott’s food.
Celebrity partnerships are huge for fast food companies in 2021, too.
McDonald’s BTS food attracts the most customers, the chain has seen for the entire year in just one week, according to food traffic reports from outside researchers.
McDonald’s has teamed up with famous Korean boy band BTS in a one-time promotion across 49 countries that began in the United States on May 26. According to a report by Gordon Haskett Research Advisors, restaurant visits in the first seven days of the campaign were up 12% from the previous week. These numbers are the highest so far in 2021.
McDonald’s customers in the United States can order a BTS meal: a 10-piece McNuggets, medium fries, medium Coke, and mild chili and cajun sauces inspired by McDonald’s dishes in South Korea.
“We look forward to introducing our customers to their beloved group in a way that only McDonald’s can, thanks to our delicious food, when we feature the BTS Signature order on our menu next month,” said Morgan Flatley, President. Press release. statement in the announcement of the promotion.
McDonald’s has partnered with celebrities on autograph drives to great success. Travis Scott’s food was so popular last fall that some places ran out of ingredients by a quarter pound. It was also a credit to Scott personally, as he raised at least $ 20 million through the deal, according to Forbes. BTS’s food has the potential to be even more successful for McDonald’s, surpassing the first week earnings of Travis Scott’s food, which increased traffic by 9% in the first week it was offered.
Collaboration with young artists and creatives has become huge for fast food chains in 2020 and will continue strong in 2021. The deals have helped brands connect with Gen Z customers and have often reached social media, social media and TikTok trends.
Like the other two celebrity collaborations, BTS’s food consists of existing menu items to attract customers (although the sauces are new to the United States), a move that has been hailed by analysts. With the help of celebrities, brands can harness the energy and excitement of a new product without having to add items to the menu.
The era of fast food and celebrity partnerships probably won’t end anytime soon. Brands are still looking for strategies to reach younger customers and have found something that works.
“They pay much more attention to recommendations than any other generation. You are very dependent on social media. They depend a lot on their friends, “Flatley told Business Insider.
Despite the meal’s previous success, it didn’t move the needle as hard as McDonald’s chicken sandwich. The crispy chicken sandwich, launched in February, increased traffic by 16% in its first week, according to Gordon Haskett. Placer.ai found that weekly traffic increased by more than 20% in the days after launch, bringing the channel closer to pre-pandemic numbers.
Unfortunately, for Pakistani fans of BTS ARMY there is no BTS meal available in the country. Many fans took to Twitter to ask McDonald’s to send BTS food to Pakistan as well. They managed to get the hashtag #BringBTSMcDealInPakistan on Pakistani Twitter, but there were no updates from McDonald’s on bringing food options to the country.
BTS food is not yet available in every country that McDonald’s offers. Until June 25, residents of the 49 included countries can try it out. so there is a ray of hope for Pakistani BTS fans .
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