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The Shamrock Shake Makes an Early Return at McDonald’s
February 2, 2024
Fast-food company McDonald’s is unexpectedly bringing back one of its oldest recurring treats — the Shamrock Shake. First introduced back in 1970, this minty beverage has been a popular St. Patrick’s Day tradition for McDonald’s fans for decades.
The Shamrock Shake was historically associated with Uncle O’Grimacey, Grimace’s uncle, who decked out in traditional Irish attire from 1975 to 1985 to mark St. Patrick’s Day. Although Grimace’s uncle has since retired, the much-anticipated shake is set to return on Monday, Feb. 5, which is earlier than usual, as revealed by the Snackolator Instagram page.
This rejuvenation of a classic offering is part of McDonald’s strategy to leverage nostalgia in its menu. In addition to the Shamrock Shake, McDonald’s has been reinventing its iconic characters and meals. Its adult Happy Meals have been a significant hit, delivering a twist on the classic kids’ meals.
Recent collaborations with entertainers and designers have added a further spark to this strategy. Kerwin Frost, a self-proclaimed McDonald’s super-fan and streetwear designer, partnered with the chain for a collectible “McNugget Buddy” collection alongside adult-sized food portions. Earlier, a partnership with Cactus Plant Flea Market produced toys featuring iconic McDonald’s characters, leading to the popular Grimace Shake.
While nostalgia shapes one part of the company’s roadmap, digital innovation is an equally important aspect for McDonald’s. The chain is encouraging customers to embrace its app by offering app-only deals and personalized digital experiences.
In its third-quarter earnings call, McDonald’s CFO Ian Borden emphasized the growing role of digital sales, which accounted for more than 40% of systemwide sales in its top six markets during this period. Notably, this accounted for almost $9 billion for the third quarter. McDonald’s now boasts over 57 million active app members across these markets, opening up new opportunities to understand and serve its customers better.
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