'Instead of playing the celebrity game, I’d rather see McDonald’s put more effort into developing new products.'
Let me clarify: Saweetie — aka California-born rap star Diamonté Quiava Valentin Harper — wasn’t in actual attendance. Rather, I was at my local McDonald’s MCD, -0.52% and ordered the newly introduced Saweetie Meal, a combo that comes with a Big Mac, four-piece Chicken McNuggets, fries and a drink . Oh, and don’t forget the “Saweetie ‘N Sour” sauce that rounds out the spread.
Of course, there’s nothing new about consumer brands trying to sell their stuff via a celebrity connection. Chesterfield cigarettes tapped New York Yankee great Joe DiMaggio as its pitchman. Pepsi PEP, +0.05% had Michael Jackson singing about the Pepsi generation. But I’d also suggest, more than a little cynically, that these meals are just a way for McDonald’s to repackage its existing menu items and lure consumers into buying more fast food than they might normally order.
Another part of the Saweetie Meal’s promise is that you can “remix it like Saweetie,” meaning you can follow the pop star’s path of putting fries in your sandwich or ditching the burgers in the Big Mac and replacing them with McNuggets. I suspect McDonald’s knows all this already. These celebrity offerings are more marketing ploys than menu reinventions.
Instead of playing the celebrity game, I’d rather see McDonald’s put more effort into developing new products. Granted, it introduced a spicy version of the McNuggets last year, but I haven’t seen much else of note from the venerable fast-food chain. And for the record: I’m still holding out for that great and glorious day when McDonald’s will finally offer its version of onion rings, so I don’t have to travel to Australia for them.
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