The Striking Impact Adult Happy Meals Had On McDonald's Foot Traffic
If names like Hamburglar, Sundae, Birdie, and the Fry Kids strike a personal chord for you, then there's probably a good chance you remember chowing down on a Happy Meal in the backseat of the car as a kid. While longtime McDonald's fans may never actually know what Grimace is, one thing is for certain: Happy Meals are back, and this time they're made for adults. (Swoon.)
Technically, the Box is a collab with streetwear brand Cactus Plant Flea Market. McDonald's announced the limited-time-only comeback on September 27 via a press release. The Cactus Plant Flea Market Box comes with a Big Mac or a 10-piece McNugget, fries, a drink, and (the best part) a toy.
The toys are a nod to the kids who used to beg their parents for a Happy Meal, and many of whom are now parents themselves: they're figurines of three characters from McDonaldland oeuvre: Grimace, Hamburglar, and Birdie. The fourth figurine is a new guy called "Cactus Buddy," inspired by the namesake streetwear brand.
The Box has garnered a ton of attention since hitting stores nationwide on October 3. "The Mcdonald's adult happy meal saved my life," tweeted one fan. Another Twitter user shared photos of their figurine happily accompanying them on a car ride. Others weren't as impressed: "You don't need an adult happy meal you need therapy," read one tweet.
But, love it or hate it, the adult Happy Meal had a striking impact on McDonald's foot traffic.
Fans are, fittingly, very Happy
Earlier this week, retail foot traffic firm Placer.ai released data reflective of an adult-Happy-Meal-fan tidal wave. In the week of the Box's launch, McDonald's foot traffic increased by over 37% in comparison to the same period in the previous year, via Nation's Restaurant News – and the fast food giant wasn't hurting for customers before the launch, either.
R.J. Hottovy, Placer.ai's head of analytical research, says this might be the most successful collab in McDonald's history, per Nation's Restaurant News. The Cactus Plant Flea Market Box notably raked in more sales than the J Balvin Meal or 2020's Travis Scott Meal, the latter of which caused Quarter Pounders to sell out nationwide.
McDonald's and the eponymous streetwear brand released the adult Happy Meal on October 3, and at many stores, it was sold out by October 4, says DNYUZ. It hasn't even been a month since the Box first dropped, and already the toys are fetching over $500 on eBay, reports The U.S. Sun. Other listings ask for tens of thousands of dollars.
The Box hasn't even been discontinued yet, either: it's just selling out due to ravenous nationwide demand. But, Mickey D's is technically still selling the Boxes until October 30, so it isn't too late for dedicated fans to satiate their nostalgia craving.