McDonald’s this week admitted it was experiencing a shortage of its Cactus Plant Flea Market Box just days after the promotion launched.
New data from Placer.ai may suggest why. According to the traffic analytics company, visits to the chain were up by over 37% for the week of Oct. 3, when the promotion was introduced, compared to the same period from 2021. Compared to 2019, traffic spiked by nearly 29% during the week.
For added context, traffic was up by 6.5% the week before the launch. Placer.ai’s data shows steadily elevated visits to McDonald’s versus 2021, but no weeks registered higher than a 17.6% increase. That spike came in early June after the chain launched a free Sprite promotion – no surprise given McDonald’s Sprite’s cult following.
Traffic remained double digits higher than 2021 throughout much of the Sprite promotion, or through the week of July 4, before settling down to a single-digit increase leading up to the Cactus Plant Flea Market launch.
Notably, the Cactus Plant Flea Market increases are even higher than McDonald’s previously successful promotions, including the Travis Scott and J Balvin meals. This is worth noting as the Travis Scott Meal, launched in September 2020, was so successful it led to a shortage of the chain’s signature Quarter Pounder.
“McDonald’s has had success with its past celebrity meal collaborations with Travis Scott and J Balvin, which have typically led to a mid-to-high teens lift in visits compared to the weeks prior to the promotion. However, its ‘Adult Happy Meal’ collaboration with streetwear brand Cactus Plant Flea Market might be its most successful collaboration, with data suggesting more than a 30% increase in visitation trends compared to the weeks leading up to the promotion,” said R.J. Hottovy, Placer.ai’s head of analytical research.
Cactus Plant Flea Market was founded in 2015 by Cynthia Lu and is known for its “unique visual language that combines asymmetrical typography with puff-print graphics.” The brand has amassed quite a following which has led to several major collaborations, including Travis Scott and Nike. Some Cactus Plant Flea Market x Nike shoes are retailing for thousands of dollars online.
McDonald’s recent pop culture-inspired collaborations were set in motion Q2 2020, when the chain announced it had “amassed a sizable marketing war chest,” or about $200 million in incremental marketing spend. Given the early success of those collaborations, it’s no wonder McDonald’s has continued to press the gas here.
This marketing muscle is one of several tailwinds the company is leveraging at the moment. According to a recent note from BTIG analyst Peter Saleh, McDonald’s franchisees have reported strong sales despite a tumultuous economy. They’ve also noted stabilization in commodity and labor prices. We’ll have a clearer picture of how strong those tailwinds have been during the company’s third quarter earnings report Oct. 27.