McDonald’s has gone to great lengths in the last few years to get us consumers stuff we don’t need, like branded scrunchies and massage chairs. And just in time for the holiday season, the company has opened its first-ever e-commerce shop in which to sell more of said stuff we don’t need.
According to a McDonald’s press release, the online shop, dubbed “Golden Arches Unlimited,” features McDonald’s-branded “fun and functional” merchandise not available anywhere else. The lineup of items will rotate seasonally, and starts with a winter collection that includes a beanie, holiday sweaters, and tree ornaments. It’s also a different roundup of merchandise than what you’ll find during the company’s McDelivery Night, which it does in partnership with Uber Eats each year.
Prices at the new online store cover a wide range, from about $15–$65 for apparel and $10–$25 for accessories. Items are branded with the famous golden arches and feature the brand’s signature yellow, red, and white color scheme.
As the press release notes:
“Since the 1980s we’ve partnered with multiple fashion brands and retailers, and beginning in 2017 we launched our own limited-time-only line of merchandise through the McDelivery Collection. Now, we’re making it easier than ever for you to show off your brand love with direct access to branded items at GoldenArchesUnlimited.com.”
Which brings up an important point that goes beyond McBranded beanies. Thanks to delivery, more customers nowadays choose to order their fast food from the comfort of their own homes, which means they’re less likely to actually set foot inside a McDonald’s brick-and-mortar location. QSRs are as a result are having to meet those customers where they are rather than the other way around. Increasingly, that place is online.
In fact, a number of QSRs now offer ridiculous-yet-enticing swag for sale via e-commerce shops. Dunkin’ opened its own e-commerce shop last month that sells wares like branded pajamas and dog accessories. KFC is selling fried-chicken-scented firelogs exclusively via Walmart.com. If it all sounds too dumb to be true, consider that last year, the latter’s Colonel Sanders Funko Pop sold out in 11 minutes. When it comes to enticing digital customers through physical goods, apparently swag works.