McDonald's is simultaneously embracing viral marketing, facing customer backlash over rising prices, and launching a new collectible card game across the UK, as the fast-food giant adapts to a shifting consumer landscape and the demands of the digital age.

The Viral Marketing Gamble

The company's chief executive, Chris Kempczinski, recently found himself at the centre of an unexpected marketing moment when his LinkedIn video introducing the new 'Big Arch' burger in America went viral last month. Filmed in what appeared to be a standard workplace break room, Kempczinski's somewhat understated enthusiasm for the product, including a single, 'dainty' bite, quickly became fodder for internet mockery.

Commenters on his original post were swift and savage, with one pithy summation reading, 'Yo that wasn't even a bite,' and another simply calling it 'cringe.' The video spawned a wave of reaction videos, spoofs, and even AI-generated 'outtakes.' Rival chains Wendy's and Burger King were quick to join the fray, posting their own videos featuring executives tucking into their products with noticeably more gusto.

Most people thought the video was a disaster, but it actually worked—in today's world, any buzz is good buzz. That's nothing like how ads used to work. In a now-distant era, product launches typically involved extensive testing followed by a nationwide advertising blitz across a few dominant television networks, ensuring widespread awareness.

But those days are largely gone. With so many channels and social media everywhere, even Super Bowl ads don't hit like they used to. Now brands chase organic buzz—even if it comes from looking stupid. A cringe moment gets millions of views and talks, which sells the product better than a fancy TV ad ever could.

Price Hikes Spark Customer Fury

Meanwhile, closer to home, McDonald's customers in the UK have expressed considerable frustration over the pricing of its new Easter menu, which launched on March 17. The fast-food chain introduced ten new items, including seasonal favourites like the Cadbury Mini Eggs Frappe and the Cadbury Creme Egg McFlurry.

Mastheads

Particular ire has been directed at the cost of the new Spicy McNuggets Extra Value Meals. A 6 Spicy McNuggets Extra Value Meal now costs £7.29, while the 9 Spicy McNuggets Extra Value Meal is priced at £7.99. These figures have led many to question the value proposition of a McDonald's meal.

One disgruntled customer took to Facebook to declare, 'The prices are getting out of hand! May as well go to the pub at these prices but get a plate and knife and fork!' Another agreed, suggesting it would be 'Cheaper to buy Chinese or eat in a nice pub.' The pricing of the Spicy McNuggets, in particular, was described by one user as not making 'any sense at all.'

Sweet treats haven't escaped scrutiny either. Both the Cadbury Mini Eggs and Cadbury Creme Egg McFlurrys are now priced at £2.59. The Cadbury Creme Egg McFlurry, last seen on menus in April 2024, previously cost £2.19 for a regular size, marking an 18% price increase in less than a year. A Facebook user succinctly captured the sentiment: '£2.59 for a McFlurry is wild.'

In response to the growing discontent, a McDonald’s spokesperson affirmed that 'Providing value remains an absolute priority.' They added, 'We continue to work tirelessly to ensure that every customer has a value offering that works for them,' citing weekly app offers and the popular Saver Menu. However, the spokesperson also noted a refusal 'to compromise on the quality of our ingredients – and that means when these ingredients cost more, we have to review our prices.'

Nostalgia and Collectibles

Adding another dimension to its engagement strategy, McDonald's is also rolling out a new collectible initiative in the UK with the launch of 'McDonald’s CARDS.' After two years in development, these limited-edition packs became available from March 17 in selected 'CARDS meals,' including the 9 McNuggets and McPlant options.

You get one character card with a free menu item, plus three random cards from Fan Favorites, Retro, or Legendary. The cards are designed to be a piece of McDonald's history, featuring detailed illustrations that draw from the restaurant's celebrated iconography.

Among the revealed designs are holographic cards in the Legendary category, showcasing the iconic McDonald's Golden Arches. The Retro section includes 'Coin Spin' cards, designed to evoke nostalgia, while the Fan Favorites category features illustrations such as the familiar Fry Scoop. Ahead of the launch, Hypebeast offered an exclusive preview of the card assortment, with Ollie Devetta exploring the various categories and prizes available.

It's the same playbook McDonald's used with Cactus Plant Flea Market and Travis Scott—get adults collecting again. The cards tap into two things: people love collecting stuff, and they're nostalgic for old McDonald's characters and meals. The cards will be available for a limited time only at McDonald's locations in the UK, with terms and conditions for prizes available on a dedicated webpage.

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So McDonald's is juggling three very different plays at once—viral moments, price hikes, and collectible cards—to stay on top while keeping customers happy (or trying to).tive approaches to marketing and engagement.

This article was created with AI assistance.