McDonald’s iconic Szechuan sauce is coming back! McDonald’s has only sold Szechuan Sauce three times previously. The first time was during the premiere of “Mulan” in 1998. It was brought back again when an episode of “Rick & Morty” came out in 2017, this resulted in a supply shortage and an outrage of fans. That was the last time the sauce was in stock. Now, McDonald’s is leveraging this cult-like mystique behind the condiment to drive downloads of its app. They are hoping this will increase sales and brand loyalty. The sauce is coming back at the end of March in 2022.
McDonald’s is betting that the allure of this sauce is going to bring people back to the brand that maybe
was looking for alternative fast food. In addition to the app, they also worked with a brand named Community to use SMS to reach
customers on a one-on-one basis to text people during the campaign. This strategy shows how important mobile communication and channels have become in marketing amid the pandemic. The pandemic has increased on-the-go ordering habits significantly. These habits are particularly strong with Generation Z, the digitally native. The sauce is only returning for a couple of days while supplies last. It is only available exclusively on the app for free when selecting dipping sauce options for Chicken McNuggets.
McDonalds has ramped up the anticipation of the sauce returning with images teasing the packaging on social media and the ability to text back and forth with an account claiming to oversee McDonalds online postings. The mobile number linked to the promotion engaged in casual conversation with customers. This is a great way to get customers excited by the sauce. By engaging with your customers, but also finding a way to increase downloads of the mobile app while increasing sales, many fast food places can learn a lot about how the Golden Arches are running their campaign.