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mcdonalds-chicken-sandwich-capsule-collection.jpg McDonald's
McDonald's has released a new capsule collection to drum up anticipation for the chain's new fried chicken sandwich.

McDonald’s offers fans early access to new chicken sandwich, merchandise in marketing promotion

The fried chicken sandwich, announced in January, is set to debut nationwide Feb. 24

McDonald’s decided to join the chicken sandwich wars in 2021 with the January announcement that the quick-service burger giant would bring its own fried chicken sandwich to stores Feb. 24. Now, McDonald’s has created an exclusive website for fans to purchase the brand’s newest capsule collection and get early access to the chicken sandwich on Feb. 23 — a day before the rest of the country.

At noon EST on Feb. 18, fans will have access to the exclusive capsule collection at Fans can pay $5 for Feb. 23 access to the chicken sandwich at their local store, and to access the collection. The collection also includes the audio track for an advertising campaign created by famed producer Tay Keith, and a limited-edition hoodie featuring a waveform design of the original track running up one sleeve. The hoodie is available in sizes S through XXL. Pricing details for the audio track and hoodie have not yet been released.

“We know fans can’t wait for our new Crispy Chicken Sandwich to hit restaurants, so we’re celebrating them and this moment with a drop like no other,” said McDonald’s vice president of U.S. communications David Tovar in a statement. “We’re excited to give fans early access to this sandwich and exclusive swag they can’t get anywhere else to memorialize this great addition to our menu.”

The Chicago-based restaurant chain partnered with several big-name musicians, including Travis Scott and J. Balvin, in 2020 to much success after decades with no celebrity partnerships, so the brand’s latest foray into music is no surprise. The never-before-heard music track in the capsule collection was produced by Keith on 7” vinyl.


Promotional photos of the new McDonald's capsule collection.

This is all in anticipation of the new fried chicken sandwiches.

The new menu options include:

  • A Crispy Chicken Sandwich with crinkle-cut pickles and on a new toasted, buttered potato roll;
  • A Spicy Chicken Sandwich with a pepper sauce and crinkle-cut pickles on a toasted potato roll; and
  • A Deluxe Chicken Sandwich with additional toppings of shredded lettuce, tomatoes and mayonnaise.

“We believe [the sandwich is] going to jump start our chicken journey, build our chicken credentials and get people to start looking at us differently,” Joe Erlinger, president of McDonald’s USA, said in November at a company investor conference.

As with any capsule collection, this one has limited quantities, and only the quickest fans will snatch up the Chicken Sandwich merchandise. McDonald’s Travis Scott merchandise sold in record time last fall.

McDonald's has about 39,000 locations in more than 100 countries. About 93% of McDonald’s restaurants worldwide are operated by franchisees.

TAGS: Marketing
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