McDonald’s has recently made headlines after launching several innovative menu items, including the much-anticipated McFish & Chips and the controversial Cheese Dunk burger, captivating fans and critics alike.
The McFish & Chips, which includes crispy fish served alongside rustic fries, is making its return to McDonald’s Brazil locations for a limited time. This dish draws its inspiration from the beloved British staple of fish and chips, known for its rich history dating back to the 19th century. Lariane Duarte, the Marketing Manager of McDonald’s Brazil, highlighted the excitement surrounding this dish’s return, stating, “The McFish is a phenomenon of Méqui, with a rapidly growing base of fans.”
To launch this dish, McDonald’s has partnered with Duolingo’s quirky mascot, Duo, to creatively promote the new menu item. This collaboration marks the first time Duolingo has participated with McDonald’s on such a scale, and it’s evident both brands aim to blend fun with cultural connections. With this campaign, Duarte emphasized, “We wanted to surprise again. This time, we brought the McFish & Chips, inspired by another classic from London.”
Meanwhile, the Cheese Dunk burger rolled out in the Philippines has gained global scrutiny, particularly for its peculiar presentation. The burger is paired with a pot of lumpy orange cheese for dipping, and initial reactions haven’t been kind. “This is so repulsive, I can’t look,” remarked one viewer after watching the launch video, which featured the cheeseburger being dunked. Another chimed in, questioning, “Why is the cheese lumpy? So foul.”
Local consumers have equated the cheese's texture and flavor to dubious culinary experiences. One reviewer called it “tastes like melted crayon,” and many international audiences shared similar sentiments, voicing their disgust via various social media platforms. Comments reflected views like “You can keep this,” and “Even we don’t want this.”
Despite the backlash, Ada Lazaro, the Chief Marketing Officer for McDonald’s Philippines, defended the Cheese Dunk’s concept. She stated, “We know there’s no such thing as too much cheese. The Cheese Dunk is our answer to everyone who’s ever wished they could double down on cheesy goodness.” The burger was marketed to cheese lovers, but even with such enthusiasm, many found the accompanying cheese pot too small to facilitate proper dunking.
The launch of the Cheese Dunk burger highlights not only the risks associated with introducing unconventional menu items but also the power of digital marketing strategies. Videos showcasing the new item quickly went viral, capturing attention far beyond local borders and inciting passionate feedback. Both positivity and skepticism fueled discussions online, creating buzz for McDonald's.
Looking toward the future, Chris Kempczinski, CEO of McDonald’s Corporation, suggested exciting developments might be on the horizon. Following recent testing of new products, he announced during earnings calls the plans for not just more chicken offerings, but the return of popular menu items like Snack Wraps later this year. “We’re excited about the significant opportunity we see within our chicken portfolio and see the potential to add another point of chicken market share by the end of 2026,” Kempczinski remarked.
This blend of embracing nostalgia, introducing quirky innovations, and leveraging partnerships seems to reflect McDonald’s approach to catering to diverse consumer preferences. The combination of traditional offerings with new ideas like McFish & Chips alongside unique products such as the Cheese Dunk burger encapsulates how the fast-food chain is working to stay fresh and relevant.
With such varied reception to their new offerings, McDonald's continues testing the waters of the fast-food industry, balancing innovations with market feedback. It will be interesting to see how long these limited-time items last and how feedback will influence future product strategies.
One thing’s for sure: whether through nostalgic returns or experimental tastes, McDonald's remains committed to delivering fast-food options for everyone. Keep your eyes out for these new items, offering something for everyone, be it the classic fish and chips lover or the daring cheese enthusiast.