McDonald’s has a new limited-time menu item. It speaks to the power of nostalgia and TikTok

Today, McDonald’s revealed its plans for a new menu item that will evoke memories of the past: The limited-edition McDonaldland Meal will hit the fast food eatery’s menu later this month.

McDonaldland, which the burger giant introduced in 1971, is the fictional world inhabited by popular McDonald’s characters, including Ronald McDonald, Grimace, Birdie, Hamburglar, Mayor McCheese, and the Fry Friends.

The McDonaldland Meal comes with your choice of a Quarter Pounder with Cheese or 10-piece Chicken McNuggets, and includes fries, a limited-edition Mt. McDonaldland Shake, and a collectible souvenir. 

A specialty shake with a mystery flavor

According to a news release, the Mt. McDonaldland shake is inspired by the vibrant blue “lava” and pink clouds of Mt. McDonaldland.

The flavor of the shake has yet to be revealed (customers are meant to discover it for themselves), but its bright colors are clearly intended to make it social media friendly at a time when specialty drinks routinely go viral on TikTok.  

Each meal comes with one of six exclusive collectible tins inspired by the iconic McDonaldland characters and will include postcards and stickers. 

Jennifer “JJ” Healan, McDonald’s VP of U.S. marketing, brand, content, and culture, explained in a statement that the collectibles are meant to introduce younger customers to McDonaldland lore.

“Over the past few years, we’ve seen how fans flock to our characters, everyone from Grimace to the Hamburglar,” Healan said. “But many, especially the new generation, don’t know that’s just the tip of the iceberg. There’s an entire magical world of McDonaldland filled with characters, places, and lore.” 

The meal will be available at participating McDonald’s locations while supplies last, beginning on August 12. 

McDonald’s hopes to attract more customers and boost sales 

This isn’t the first time that McDonald’s has tapped into nostalgia—and not even the first time in recent memory. 

Last month, the fast food brand revived its popular Snack Wrap. You can now order a Ranch Snack Wrap or Spicy Snack Wrap when you visit the Golden Arches.

Fans had been begging McDonald’s to bring back the menu item for years. In a June 3 news release, Joe Erlinger, president of McDonald’s USA, shared, “It’s back.“

The fast food retailer has been getting creative as it looks for ways to attract more customers and increase sales. Tapping into nostalgia is one approach. Another has been to find ways to appeal to consumers who have tightened their spending amid economic uncertainty. 

Last year and into this year, McDonald’s has leaned further into value-focused marketing. Its McValue Meal features meal deals that start at $5. The fast food company also features buy one, add one for $1 breakfast and lunch items. 

McDonald’s is expected to release its second-quarter earnings on Wednesday. Three months ago, the restaurant chain reported a 3.6% decline in U.S. comparable sales, its largest drop since the pandemic.