Going Dutch / Maccie reframes the potentially awkward situation of asking for small payments into an opportunity to share and enjoy McDonald's with a friend. Splitting the bill is a common practice in the Netherlands. According to the campaign press release, over €6.6m ($7.1m) was settled through the Dutch payment request app Tikkie in 2023, with five Tikkies being sent every second.
Keeping track of all the people who owe you money, and the money you owe others, can be a chore. McDonald’s turns this obligation into a positive experience by offering people a treat instead.
It’s also a smart way for the QSR to leverage common consumer behaviour to generate business. By encouraging people to redeem an item from the menu, McDonald’s subtly nudges them towards the app or in-store to create a full meal order, generating more spending with McDonald’s.
A little goes a long way / In our McDonald’s Brand Spotlight, Jennifer Healan, VP of marketing, brand content and engagement for McDonald’s US, emphasised the importance of connecting with younger people. ‘As a 65-year-old brand, we have to remain relevant, fresh and in the moment,’ she said. ‘To achieve that, we have to ensure we are introducing ourselves time and time again to younger people.
Initiatives like Maccie help McDonald’s connect with younger audiences concerned with affordability. The Harris Poll published in December 2023 found that 65% of Gen Z and 74% of millennials feel they are starting further behind financially than earlier generations at their age. Maccies highlights the affordability of the McDonald's menu by showing that even small amounts of money can be used to treat someone to an item from McDonald's.
De Bankzitters’ involvement also strengthens this connection and aligns McDonald’s with contemporary influencers that resonate with younger audiences.
