Marketing Currents - Business and Marketing Current Events

Why McDonald’s leveraged buzzy Szechuan sauce to boost its app


McDonald’s last month brought back its Szechuan sauce — the source of countless internet memes — for a limited time. The offer had one key condition: The savory condiment was only available through the burger chain’s mobile app.

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Discussion Questions:

  1. Why do you think McDonald’s discontinued its Szechuan sauce?
  2. What is promotion?
  3. What do you think a brand hopes to accomplish when they offer a product or service for only a limited time?
  4. How would you describe that type of promotion?
  5. What is digital marketing?
  6. Why is digital marketing important to a brand?
  7. Why are apps important?
  8. How might this initiative from McDonald’s demonstrate the concept of digital marketing?
  9. What do you think McDonald’s hopes to accomplish by brning back its Szechuan sauce?
  10. Do you think the promotion will prove to be a success? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.