In an attempt to win over millennials at SXSW Interactive, a McDonald's food truck and lounge will make a debut for the first time. Despite the introduction of mobile payments, appealing ad campaigns and refreshing its image, this fast food chain is struggling to connect with younger diners. By putting an emphasis on food and connectivity, the brand hopes to win with kids of the digital generation.
For its official SXSW debut, McDonald's will have Fri-Fi stations for mobile device charging, street performances, live music, plus a truck that serves breakfast and lunch meals. With St. Patrick's Day around the corner, the food trucks will also be doling out festive Shamrock Shakes. In contrast to the casual atmosphere of a food truck, the brand will also host a private party on Saturday evening that promises Maple Bacon Bourbon Old Fashioned cocktails.
A McDonald's Food Truck and Lounge at SXSW Tempts Millennials
Laura McQuarrie — March 13, 2015 — Marketing
References: adweek & austin.eater