McDonald's bets big on new celebrity partnership

Fernanda Tronco, Celine Provini, 2/12/2026

Celebrity campaigns have driven app downloads, increased sales, and competitive industry buzz.

Although McDonald's remains a fast-food giant, even the most established brands are fighting harder than ever to stay relevant. In a crowded market shaped by economic uncertainty and intensifying competition, legacy companies can no longer rely solely on their name.

In recent years, McDonald's has weathered some turbulent times, including declining sales and slowing consumer traffic. Yet the company has managed to reverse those falls, thanks partly to a strategy that reflects a major shift in consumer preferences.

McDonald's introduced its "Accelerating the Arches" strategy in 2020, a multi-year plan that focuses on maximizing marketing efforts, strengthening its core menu, and doubling down on the "4Ds": Delivery, Digital, Drive-Thru, and Development.

But as generations evolve, so has its strategy, especially in marketing.

McDonald's has increasingly leaned into social media, internet culture, and high-profile collaborations to remain culturally relevant. Now, the company appears to be teasing what could become one of the most talked-about partnerships yet.

McDonald's celebrity collaborations

McDonald's (MCD) is no stranger to celebrity partnerships.

Over the years, the chain has teamed up with some of the biggest names in music, sports, and pop culture, launching curated meals with exclusive packaging, limited-time menu items, and even branded merchandise.

McDonald's celebrity meals

* Shania Twain: Shania's Sides 2025 (Source: The Street)

* Angel Reese: The Angel Reese Special 2025 (Source: McDonald's Corporate)

* Taylor Swift: Taylor Swift Bestie Bundle 2024 (Source: Food & Wine)

* Cardi B & Offset: The Cardi B & Offset Meal 2023 (Source: McDonald's Corporate)

* BTS: BTS Meal 2021 and TinyTAN Happy Meal 2025 (Source: McDonald's Corporate & The Street)

* Travis Scott: The Travis Scott Meal 2020 (Source: McDonald's Corporate)

* J Balvin: The J Balvin Meal 2020 (Source: McDonald's Corporate)

* Mariah Carey: The Mariah Menu 12 days of deals 2021 (Source: McDonald's Corporate)

* Michael Jordan: McJordan Special 1992 (Source: McDonald's Fandom)

Now, McDonald's is hinting at another major partnership, this time with a global superstar.

McDonald's teases Drake partnership

McDonald's Canada recently posted a video on Instagram showing people hanging posters that feature a yellow owl and the caption "Where night owls land," along with the date "2.17."

While McDonald's didn't explicitly name the celebrity, the owl is widely recognized as the logo for Drake's lifestyle brand and record label, OVO, short for "October's Very Own."

Aubrey Drake Graham, known professionally as Drake, is a Canadian rapper and singer credited for popularizing sensitive, emotional lyrics in R&B and hip-hop, genres known for a more hard-edged vibe. He ranks as the world's 10th-most-listened-to artist on Spotify, with 107 million followers and 88 million monthly listeners, according to Spotify.

McDonald's global reach of more than 44,000 locations across over 100 countries, paired with Drake's international star power, seems like a natural fit.

Why McDonald's celebrity collaborations matter

The Drake collaboration aligns with McDonald's broader strategy to regain market share and accelerate growth.

Celebrity partnerships help generate buzz, drive food traffic, and often go viral on social media. This is thanks to both loyal fans, who purchase anything with their favorite celebrity's name on it, and casual customers drawn by the hype.

More McDonald's Business News:

Even partnerships outside traditional celebrities have proven powerful. McDonald's Christmas 2025 Grinch Meal, based on the fictional Dr. Seuss character, set a record for the highest single sales day in company history, according to a company earnings call.

"The Grinch meal captured fans' attention, a true testament to the power of the McDonald's brand with the right marketing execution," said McDonald's CFO Ian Borden.

Impact on McDonald's financial results

In McDonald's earnings report for full-year fiscal 2025, global comparable sales were up 3.1% year over year, while consolidated revenues rose 4% and systemwide sales increased 7%. Active 90-day users reached nearly 210 million across 70 markets.

In 2025 alone, the company launched at least three celebrity collaborations across North America, including partnerships with BTS, Angel Reese, and Shania Twain.

Although McDonald's began the first quarter of 2025 with global comparable sales declining 1% and down 3.6% in the U.S. compared to the prior year, the company significantly rebounded.

By the fourth quarter of 2025, global sales increased 5.7% year over year and 6.8% in the U.S.

Food rivals follow the celebrity trend

McDonald's is not alone in embracing celebrity marketing. Many fast-food rivals have rolled out similar campaigns.

Fast-food celebrity partnerships

* Carl's Jr: Partnered with Paris Hilton in 2026 to promote a Buy-One-Get-One-$1 Famous Star Burger (Source: AdWeek)

* Dairy Queen: Aired a Super Bowl LX ad titled "Taylor and Swift," featuring NFL players Tyrod Taylor and D'Andre Swift (Source: USA Today)

* Dunkin': Launched a celebrity menu series including Sabrina Carpenter, Megan Thee Stallion, Ice Spice, and Charlie D'Amelio (Source: Spoon University)

The power of celebrity-driven food marketing

As competition intensifies, celebrity partnerships have become a powerful strategy for brands seeking cultural relevance and sales growth. Industry experts say food companies are beginning to recognize the value that these can generate for their businesses.

"With the rise in importance of influencer marketing, foodservice brands are increasingly seeing the value in using a brand partnership or movie tie-in to hype up LTOs or promote CPG lines in new and creative ways," said Nation's Restaurant News Restaurant and Hospitality Senior Editor Joanna Fantozzi.

Beyond social buzz, experts think McDonald's is using celebrities to attract younger consumers to its mobile app, aiming to increase engagement and brand loyalty.

"For some chains, the celebs are a powerful lure that can entice customers to download restaurant apps or join loyalty programs to get meals, discounts or even free food," said The New York Times Food Industry Expert Julie Creswell. "During its celebrity-meal campaigns, which began in September 2020, McDonald's has seen 10 million downloads of its app, a significant jump."

When executed effectively, analysts say these collaborations can translate into sustainable traffic and sales growth.

"Menu innovation can work at fast food outlets: If done well, it drives interest, traffic, and sales," said GlobalData's Retail Division Managing Director Neil Saunders on RetailWire. "It's a good way of keeping things fresh and keeping customers engaged."

Celebrity campaigns have driven app downloads, increased sales, and competitive industry buzz.Although McDonald's remains a fast-food giant, even the most established brands are fighting harder than ever to stay relevant. In a crowded market shaped by economic uncertainty and intensifying competition, legacy companies can no longer rely solely on their name.In recent years, McDonald's has weathered some turbulent times, including declining sales and slowing consumer traffic. Yet the company has managed to reverse those falls, thanks partly to a strategy that reflects a major shift in consumer preferences.McDonald's introduced its "Accelerating the Arches" strategy in 2020, a multi-year plan that focuses on maximizing marketing efforts, strengthening its core menu, and doubling down on the "4Ds": Delivery, Digital, Drive-Thru, and Development.But as generations evolve, so has its strategy, especially in marketing.McDonald's has increasingly leaned into social media, internet culture, and high-profile collaborations to remain culturally relevant. Now, the company appears to be teasing what could become one of the most talked-about partnerships yet.McDonald's celebrity collaborationsMcDonald's (MCD) is no stranger to celebrity partnerships.Over the years, the chain has teamed up with some of the biggest names in music, sports, and pop culture, launching curated meals with exclusive packaging, limited-time menu items, and even branded merchandise.McDonald's celebrity meals* Shania Twain: Shania's Sides 2025 (Source: The Street)* Angel Reese: The Angel Reese Special 2025 (Source: McDonald's Corporate)* Taylor Swift: Taylor Swift Bestie Bundle 2024 (Source: Food & Wine)* Cardi B & Offset: The Cardi B & Offset Meal 2023 (Source: McDonald's Corporate)* BTS: BTS Meal 2021 and TinyTAN Happy Meal 2025 (Source: McDonald's Corporate & The Street)* Travis Scott: The Travis Scott Meal 2020 (Source: McDonald's Corporate)* J Balvin: The J Balvin Meal 2020 (Source: McDonald's Corporate)* Mariah Carey: The Mariah Menu 12 days of deals 2021 (Source: McDonald's Corporate)* Michael Jordan: McJordan Special 1992 (Source: McDonald's Fandom)Now, McDonald's is hinting at another major partnership, this time with a global superstar.McDonald's teases Drake partnershipMcDonald's Canada recently posted a video on Instagram showing people hanging posters that feature a yellow owl and the caption "Where night owls land," along with the date "2.17."While McDonald's didn't explicitly name the celebrity, the owl is widely recognized as the logo for Drake's lifestyle brand and record label, OVO, short for "October's Very Own."Aubrey Drake Graham, known professionally as Drake, is a Canadian rapper and singer credited for popularizing sensitive, emotional lyrics in R&B and hip-hop, genres known for a more hard-edged vibe. He ranks as the world's 10th-most-listened-to artist on Spotify, with 107 million followers and 88 million monthly listeners, according to Spotify.McDonald's global reach of more than 44,000 locations across over 100 countries, paired with Drake's international star power, seems like a natural fit.Why McDonald's celebrity collaborations matterThe Drake collaboration aligns with McDonald's broader strategy to regain market share and accelerate growth.Celebrity partnerships help generate buzz, drive food traffic, and often go viral on social media. This is thanks to both loyal fans, who purchase anything with their favorite celebrity's name on it, and casual customers drawn by the hype.More McDonald's Business News:Even partnerships outside traditional celebrities have proven powerful. McDonald's Christmas 2025 Grinch Meal, based on the fictional Dr. Seuss character, set a record for the highest single sales day in company history, according to a company earnings call."The Grinch meal captured fans' attention, a true testament to the power of the McDonald's brand with the right marketing execution," said McDonald's CFO Ian Borden.Impact on McDonald's financial resultsIn McDonald's earnings report for full-year fiscal 2025, global comparable sales were up 3.1% year over year, while consolidated revenues rose 4% and systemwide sales increased 7%. Active 90-day users reached nearly 210 million across 70 markets.In 2025 alone, the company launched at least three celebrity collaborations across North America, including partnerships with BTS, Angel Reese, and Shania Twain.Although McDonald's began the first quarter of 2025 with global comparable sales declining 1% and down 3.6% in the U.S. compared to the prior year, the company significantly rebounded.By the fourth quarter of 2025, global sales increased 5.7% year over year and 6.8% in the U.S.Food rivals follow the celebrity trendMcDonald's is not alone in embracing celebrity marketing. Many fast-food rivals have rolled out similar campaigns.Fast-food celebrity partnerships* Carl's Jr: Partnered with Paris Hilton in 2026 to promote a Buy-One-Get-One-$1 Famous Star Burger (Source: AdWeek)* Dairy Queen: Aired a Super Bowl LX ad titled "Taylor and Swift," featuring NFL players Tyrod Taylor and D'Andre Swift (Source: USA Today)* Dunkin': Launched a celebrity menu series including Sabrina Carpenter, Megan Thee Stallion, Ice Spice, and Charlie D'Amelio (Source: Spoon University)The power of celebrity-driven food marketingAs competition intensifies, celebrity partnerships have become a powerful strategy for brands seeking cultural relevance and sales growth. Industry experts say food companies are beginning to recognize the value that these can generate for their businesses."With the rise in importance of influencer marketing, foodservice brands are increasingly seeing the value in using a brand partnership or movie tie-in to hype up LTOs or promote CPG lines in new and creative ways," said Nation's Restaurant News Restaurant and Hospitality Senior Editor Joanna Fantozzi.Beyond social buzz, experts think McDonald's is using celebrities to attract younger consumers to its mobile app, aiming to increase engagement and brand loyalty."For some chains, the celebs are a powerful lure that can entice customers to download restaurant apps or join loyalty programs to get meals, discounts or even free food," said The New York Times Food Industry Expert Julie Creswell. "During its celebrity-meal campaigns, which began in September 2020, McDonald's has seen 10 million downloads of its app, a significant jump."When executed effectively, analysts say these collaborations can translate into sustainable traffic and sales growth."Menu innovation can work at fast food outlets: If done well, it drives interest, traffic, and sales," said GlobalData's Retail Division Managing Director Neil Saunders on RetailWire. "It's a good way of keeping things fresh and keeping customers engaged."