The Drama Behind Fast-Food Menu Hacks on Social Media
If your life is missing a little drama, consider surfing social media for some fast-food menu hacks.
Viral Moments That Shaped Fast-Food Chains
Posters on TikTok, X, and other platforms have served up some entertaining videos in recent months, from flaming the CEO of Chipotle Mexican Grill for allegedly shorting customers on chicken, to producing horror-comedy screenplays portraying McDonald’s blob-like purple mascot, Grimace, as a deadly assassin.
The TikTok backlash against Chipotle arose from customer claims that servers were dishing too much rice and too little chicken on their entrees. Chipotle CEO Brian Niccol took to TikTok himself to declare that portions have not gotten smaller, asserting that customers have always been able to ask for and get a little more of certain ingredients. TikTokers immediately flamed his good-natured video, including one who posted her critique to a soundtrack of Bonnie Tyler’s “I Need a Hero” anthem, “Where have all the good men gone?”
Influencers on TikTok hold more sway over Gen Z customers than traditional advertising, according to The New York Times.
And when influencers rebel against brand advertising, the impact can be seismic.
McDonald’s 2023 release of the Grimace Shake, served up in a pastel shade of Grimace’s deep purple fur, sparked a response reminiscent of recent horror-comedy films. A flurry of videos on TikTok showed customers downing the shakes, then faking gruesome deaths with purple remnants of the shake spilled all over themselves. The playful videos drove hashtag #GrimaceShake to more than 1 billion views. McDonald’s responded on X with a photo of Grimace “pretending i don’t see the grimace shake trendd (sic),” but continued offering the Grimace Shake to the end of the promotion, as planned.
How TikTok Trends Influence Menu Changes
Menu hacks that go viral can compel chains to alter their offerings. Late last year, a Chipotle customer claimed on TikTok that a quesadilla with extra cheese, steak, and fajita veggies tasted just like a Philly Cheesesteak. The post went viral, and viewers flooded Chipotle outlets with orders for the “Philly Cheesesteak TikTok Chipotle Quesadilla.” Chipotle responded by introducing a new Fajita Quesadilla in 2023 for online customers.
What Does This Mean for Franchisees?
As fast-food companies strive to reach more customers in their 20s, their laser-like focus on social media is likely to continue. Taco Bell has drawn good reviews for listening closely to social media comments and shouting out and re-posting customer- generated content — an effective way, marketing experts say, to build traffic and trust.
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