Marketing

McDonald’s goes ‘grandmacore’ with its new Grandma McFlurry

The limited-time treat celebrates the memories made with grandma at the chain’s restaurants, the burger giant said.
Grandma McFlurry
McDonald's is rolling out a Grandma McFlurry for a limited time. | Photo courtesy: McDonald's.

Elderly ladies are not typically a marketer’s dream demographic.

But McDonald’s, with its latest limited-time McFlurry, is paying homage to an older generation.

The Chicago-based hamburger giant on Thursday said it would debut the Grandma McFlurry on Tuesday. The sweet treat features a golden syrup and chopped butterscotch candy pieces (like those tucked into grandma’s purse, the chain noted) blended into vanilla soft serve.

“McDonald’s is the place where lifelong memories are made with grandma,” the brand said in a press release. “From treating us to an impromptu soft serve to letting us have dessert first—grandmas always know how to make us feel special. And now, it’s her turn.”

As part of the promotion, McDonald’s crew members will be issued T-shirts that say, “Always get dessert XOXO, Grandma,” in cursive script. New to-go bags say, “Save room for a Grandma McFlurry.”

Grandma’s McFlurry Mobile will make stops around New York City on Friday and Saturday, including to senior centers and assisted-living homes, giving out samples of the new McFlurry.

The chain said it would also make a donation to Little Brothers—Friends of the Elderly, a national organization that supports older adults experiencing isolation and loneliness.

But it’s not as if McDonald’s is completely ignoring its Gen Z audience with the Grandma McFlurry.

None less than Teen Vogue proclaimed “grandmacore” the next biggest trend of 2023, saying young people should embrace their inner grandma by dressing in knitwear, scarves and long skirts.

“Fashion is all about resurgence, and this time we’re seeing grandmacore come into trend,” the magazine noted.

Guillaume Huin, McDonald’s senior marketing director, said on X (formerly Twitter) Thursday, that the Grandma McFlurry “feels like taking the fastest shortcut back to your childhood, reminiscent of grandma’s fav butterscotch candy that she hid in her purse and would give you while your parents are busy doing something else.”

Huin said he planned to have a Grandma McFlurry in honor of his Mamie Josette, who was from the south of France.

“I remember your southern accent and its dancing vowels trying to pronounce Big Mac in English, which made me laugh so much and you too … I’ll have one of these McFlurry for you and will remember all these moments,” he said.

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