The fast-food giant announced it would be teaming up with Balvin on Monday, following McDonald’s deal with rapper Travis Scott. Like the Travis Scott collab, the partnership will be centered around Balvin’s favorite meal at McDonald’s.
The J Balvin Meal includes a Big Mac, medium fries with ketchup, and an Oreo McFlurry. The meal — which is made up of items already on McDonald’s menu — will be available from October 5 to November 1.
Unlike the $6 Travis Scott Meal, the price of the J Balvin Meal will vary by location. However, if customers order via the McDonald’s app, they can get the Oreo McFlurry for free.
As part of the collaboration, McDonald’s workers will receive custom t-shirts designed by Balvin. Balvin said in a press release that there are « more surprises » to come linked to the partnership.
McDonald’s collaboration with Travis Scott was a massive hit following its launch in early September. Sales surged to such a degree that locations began to run out of ingredients for Quarter Pounders, the central part of the meal.
« McDonald’s stands out among limited service peers following the introduction of the Travis Scott meal, which drove a meaningful acceleration in the visitation trend in recent weeks and could be taking share from competitors, » Stifel’s Chris O’Cull wrote in an industry update last week.
Well’s Fargo’s Jon Tower also mentioned the Travis Scott partnership in a recent note arguing that McDonald’s « is the best-positioned restaurant to re-capture sales and re-establish habits » as customers return to restaurants.
Read more: McDonald’s is the chain most likely to thrive in the months and years to come as restaurants scramble to recover from the pandemic, analysts say
According to Tower, the Travis Scott collaboration helped McDonald’s connect with customers aged 11 to 24 years old, a group that McDonald’s has struggled to reach over the last two decades.
McDonald’s US CMO Morgan Flatley told Business Insider last month that McDonald’s needed to work with stars like Scott to stay relevant and win over Gen Z. According to Flatley, people under the age of 34 are « becoming more and more challenging for brands to reach. »
« How they engage with media is different, » Flatley said. « They look to recommendations much more than any other generation has. They’re very reliant on social media. They’re very reliant on their friends. »
Read more: The inside story of McDonald’s Travis Scott collaboration, as the fast-food giant digs into its ‘marketing war chest’ and franchisees protest the partnership
Flatley previously said in an internal meeting that McDonald’s is trying to win over younger, multicultural customers.
« We are starting to lose our younger African-American and multicultural consumers, » Flatley said in an internal meeting in June, a recording of which was obtained by Business Insider. »We need to make sure we are looking through the lens of our operators, our crew, and our people to better connect with African-American youth as we go forward. »
McDonald’s, J Balvin, Reggaeton, Travis Scott
Actu monde – US – McDonald’s teams up with reggaeton star J Balvin, following the success of the fast-food giant’s Travis Scott collaboration