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Can Travis Scott Save McDonald’s?

Can Travis Scott Save McDonald’s?
Photo by Andrew Herashchenko on Unsplash

The fate of a franchise is probably a lot to put on one rapper, no matter how popular he is. There is no denying that the introduction of the first celebrity McDonald’s meal since the 1992 McJordan is a great way to distract from all the controversy surrounding the burger chain. Complete with a custom order and merch, is this the most well-timed marketing campaign of 2020? If you’re curious, Travis Scott’s order is a quarter pounder with cheese, bacon and lettuce as well as fries with barbecue dipping sauce and a Sprite. You can get it until Oct. 4 for $6!

McDonald’s has had a lot of issues

2020 has been a tough year for the mega-chain, starting with their former CEO, Steve Easterbrook, stepping down after it was revealed he was having a relationship with an employee. McDonald’s then sued Easterbrook for attempting to cover up sexual relationships with three other employees. These involved sending inappropriate images from his work email to his personal one. Now, former Black franchise owners have launched a $1 billion discrimination lawsuit. They claim the fast-food giant gave them “substandard locations” that limited their growth and left them with high insurance costs and profits below the national norm. On top of these scandals, record-low earnings have forced McDonald’s to close 200 U.S. stores.

McDonald’s is a staple

Of course, despite the hardships, we can’t count this food chain out completely. Their sales are improving with the use of delivery apps, and this new promotion from Scott could help a ton. Americans are becoming more health-conscious every year. Fast-casual restaurants with healthier options such as Chipotle, Hale and Hearty and Panera Bread are expanding while McDonald’s closes stores. Will we see an end for the chain? Or, are they too good and too big to fail? What do you think?

 

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