Holiday Gear is a Win for Fast Food Giants

Back in the 1970’s I rode my bike to Burger King just so I could buy a burger and obtain an iron-on transfer for a t-shirt that read:

Twoallbeefpatties

specialsaucelettucecheese

picklesonions

onasesameseedbun.

The words were stacked between two hamburger buns. I wore the shirt proudly.

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These wild and sometimes absurd products are simply another opportunity to stay top of mind while also earning some valuable social media credibility.

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Today, changing diets and dire warnings about obesity and diabetes mean that almost everyone knows they shouldn’t be eating fast food. Those “happy meals” aren’t so happy anymore.

But the craving for cool merchandise hasn’t faded.

A selection of merchandise from McDonald’s holiday e-commerce store. Such novelty products, even if only used once, are reminders of the value of brand equity.

This holiday season, Both McDonald’s and Dunkin Donuts have launched special e-commerce stores with merchandise ranging from Christmas ornaments to fanny packs, to the ever-popular ugly Christmas sweater.

McDonald’s shop, called Golden Arches Unlimited (https://goldenarchesunlimited.com/) offers an assortment of goods perfectly geared to high school and college students — still a key target audience.

Dunkin Donuts has possibly the most hideous merchandise (https://shopdunkin.com/) which is clearly designed to draw attention — oh and it will. A logo’d electric guitar? Donut hair scrunchies? What can you match with pink and orange anyway?

Most items sold out within hours of their launch.

Not to be outdone, Kentucky Fried Chicken brought back its fried chicken scented fire log (“May attract bears or hungry neighbors”), in an exclusive agreement with Wal-Mart, where it sold for $18.99. Who wouldn’t want their house to smell like greasy chicken? The entire stock sold out on the first day. Get one now on eBay and elsewhere for upwards of $50.00 each.

KFC has ad agency Wieden+Kennedy to thank for keeping the brand in the news with its irreverent advertising and witty products. The brand brought back its popular chicken-scented fire logs for Holiday 2019.

Of all the brands, the most inventive and risk-taking has consistently been KFC. For several years now, the brand has managed to draw attention with unconventional advertising featuring celebrities disguised as the Colonel (Reba McEntire, Ray Liotta, Rob Lowe), limited-edition designer buckets, gravy-scented candles, and other irreverent concepts designed to bring Colonel Sanders to life.

The Popeyes Ugly Christmas Sweater sold out in 14 hours. It remains to be seen if anyone actually wears it.

Speaking of chicken, if you remember the “Chicken Sandwich War” of August 2019, in which a viral Twitter feud ensued between Popeyes and Chick-fil-A, then you’ll have a special place in your heart for Popeye’s limited edition Ugly Christmas Sweater. That’s if you can find one. The sweaters, which retailed for $44.95, sold out in 14 hours and netted six million web page visits.

Which underscores the intrinsic value to this kind of absurdist marketing: they provide a serious opportunity to stay top of mind while also earning some valuable social media credibility.

Dunkin Donuts big win this holiday season were branded joggers, which sold out in minutes. Some settled for hair scrunchies instead (now sold out.)

But is retail merchandise the right strategy for fast-food?

It certainly can’t hurt and if anything, such kitschy and ironic products only serve to further elevate their reputation as American icons for a new generation of consumers.

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