Let’s face it—McDonald’s hasn’t been performing well recently. For two consecutive quarters, their sales in the U.S. were declining. Fewer and fewer people were stopping by, particularly those with more limited budgets. However, the story has recently changed.
With a massive marketing campaign and a special meal inspired by A Minecraft Movie, the Golden Arches successfully reversed the trend. Sales have resumed their upward trajectory, fuelled by strategic timing, bright promotions, and a hint of nostalgia. Here is a summary of the process.
The “Megacampaign” that made a difference
Could you please explain what this “megacampaign” entails? McDonald’s kicked off its largest-ever marketing campaign in the spring. The headliner? McDonald’s launched a movie-themed meal in tandem with the release of A Minecraft Movie, a worldwide blockbuster that generated nearly $1 billion in revenue.
Here’s what McDonald’s did:
- Released a Minecraft-themed Happy Meal with collectible toys for children
- Implemented a limited-time adult meal, also movie-themed
- Introduced new menu items, such as crispy chicken strips
- Rolling out a promotion through 100 markets worldwide
All these efforts generated a buzz, prompting customers to return to the stores—and with great urgency. Through the quarter ending June 30, U.S. McDonald’s restaurants that have been open at least a year reported a 2.5% sales increase, ending the string of consecutive losses. Globally, sales at comparable restaurants rose 3.8%.
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Why did it work?
Face it: individuals love two things—fun and food. The Minecraft collaboration provided customers with both. Children desired the toys. Adults desired to join in on the buzz. And everyone was intrigued by the new menu items.
This event was not merely about selling burgers. It was about generating a moment. The Minecraft film already had a massive fan base, and McDonald’s grabbed right into it.
And, in addition, the company staged everything to perfection—launching the campaign late in March, just as summer was beginning and families were more apt to dine out.
A Closer Look at the Numbers
This is how the campaign set McDonald’s back on course:
- Global revenue surged 5%, reaching $6.8 billion
- U.S. sales increased 2.5%
- Middle-income customer visits improved
Even better? The company’s stock increased nearly 3% after the announcement. That phrase from Wall Street means, “Hello, McDonald’s, good work.”
Money challenge: Rebuilding low-income customers
Despite the success of the promotion, not everything remains perfect.
McDonald’s CEO Chris Kempczinski acknowledged that traffic by low-income customers is still far away—falling by double digits compared to the same week last year. That matters because those customers come in more often than anyone else.
So what’s the strategy?
Continue to have the $2.99 Snack Wrap in stores through the end of the year
Continue to promote value meals to make customers feel like they’re getting a good value for their money
But Kempczinski also pointed out a key issue: people are seeing combo meals priced over $10, and that’s turning them off.
His words? “We need to address that issue.”
Could McDonald’s prices be considered too high now?
Many customers have been complaining about the same thing: “McDonald’s just isn’t so cheap anymore.” And they’re right—prices on the menu have increased in recent years, and that’s made it harder for budget-conscious customers to make a stop worth it.
Kempczinski says the chain is talking with franchisees about how to deliver better pricing. But as yet, there aren’t a lot of details about how that will occur.
Regardless, the message is clear: value matters, especially when inflation keeps squeezing wallets.
What’s next for McDonald’s?
After the success of its Minecraft promotion, McDonald’s is not letting up. No way, they’re keeping the heat on with even better fun promotions:
- Coming Soon: A brand new “McDonaldland” meal that will attract nostalgic adults. Expect surprise flavors and limited-release menu offerings that bring back childhood memories.
- September Launch: A remake of McDonald’s beverage menu, including new drinks at 500 restaurants. This follows news of closing its test spinoff chain, CosMc’s.
So, if you loved the Minecraft meal, there’s more on the way.
How McDonald’s turned it around
Below are the bottom line in a few bullet points:
- Smart Partnerships – Joining forces with A Minecraft Movie connected the brand to pop culture and hype.
- New Food – Introducing crispy chicken strips gave customers something new to eat.
- Big Buzz – Extensive marketing efforts ensured that everyone, from kids to grandparents, was aware of the new food offering.
- Global Strategy – Campaigning across 100 nations assisted in increasing global sales.
- Listening to Feedback – McDonald’s recognises that value is important and is shifting to accommodate.
At times, a grand comeback requires the right combination of entertainment, food, and strategic timing. McDonald’s did just that with its Minecraft campaign. It made people buzz, visit, and spend again—just what the brand required after months of on-again, off-again activity.
However, this is not the final outcome. If McDonald’s is to win back all its customers, especially the low-income bunch, it will need to hold prices at bay and continue to deliver value without cutting anything.
At least for the time being, though, the fast-food giant is back on the playing field—and if you’re in the mood for a little bit of childhood joy or simply a good deal, your next McDonald’s trip could be just a heartbeat away.
So the next time you spot a Happy Meal featuring some recognisable blocky Minecraft figure, keep in mind—it’s not merely a toy. This demonstrates how a little creativity, strategic timing, and delectable new menu items can contribute to the successful resurgence of a global brand.
