People have been mixing and matching fast food menu items for decades. But as our society becomes more connected than ever through social media, certain “menu hacks” have taken off.
In early 2022, McDonald’s, the biggest fast-food chain in the world, sought to take advantage of this opportunity. In January 2022, McDonald’s introduced four “menu hack” items to their official online menu. These items allowed customers to pair already-existing menu items to create flavor combos that had become popular on social media.
This online marketing strategy took advantage of a unique set of circumstances to cash on organic viral attention. The result was one of the more unique pieces of online marketing that we’ve seen to date. But how did it come about, and just how successful was it?
The Advantage of Online Marketing Services
As a multi-billion dollar international corporation, McDonald’s has access to more resources than most. But online marketing services are not exclusive to companies like McDonald’s. The great thing about online marketing is that anybody can get involved. Social media platforms are free to use, and provide endless opportunities for audience engagement.
That audience engagement was the catalyst behind the McDonald’s Menu Hack marketing strategy. Users on social media platforms like TikTok and Instagram had been sharing their favorite custom creations at McDonald’s for years. These custom items became known as “menu hacks,” as they combined two or more existing menu items to create something new. McDonald’s was not the only restaurant to be featured in the viral “menu hack” trend. But, they were among the first to directly acknowledge it.
By making a select few of the “menu hack” items available for purchase, McDonald’s was taking a logical step forward. All of the items being sold were already readily available in the restaurant, so there wasn’t an extra investment on their end. The restaurant also sold the “hacked” items unassembled, behind the belief that assembling them yourself was half the fun. This aspect of the online marketing strategy received mixed reviews.
Why the Campaign Succeeded
However, the campaign was largely a success, and a solid example of how to take advantage of online marketing. McDonald’s stores saw a 3.5% increase in sales during the first quarter of 2022 when Menu Hack items were introduced. But perhaps just as importantly, the McDonald’s Menu Hacks gave legitimacy to a viral trend, and encouraged further brand recognition.
By putting popular fan-made creations on the menu, McDonald’s is demonstrating that they are listening to their customers. This could lead to more user input on social media, and more custom creations from fans in the future. Ultimately, these menu hacks were a win-win online marketing strategy for McDonald’s. Adding the items to the menu came at no additional expense, had the potential to drive up sales, and also increased online audience engagement.
Keys to Marketing Online: Audience Engagement
Not every company will have the resources or the global audience that McDonald’s has. But this does not mean we can’t take a lesson from their online marketing strategies. This particular online marketing strategy arose from an existing viral trend. Some of it depends on luck. But listening and responding to your online audience doesn’t involve luck at all. This can sometimes be one of the most overlooked benefits of marketing online.
Yes, social media allows companies to reach their customers in new and innovative ways. But it also gives consumers new ways to reach the companies they support. Understanding and taking advantage of this is one of the best ways to make changes and improvements to your business.
Online marketing services are a must-have for any business looking to get ahead in 2023. Whether it’s social media management or SEO for a company website, effective online marketing is always worth it. If you own a business and would like to learn more, contact Web Content Development today.