Many companies rely on nostalgia to create deep emotional connections between their products and customers, sustaining long-term brand loyalty.
Today, this strategy is especially valuable as customers become more careful about their spending amid rising costs and economic uncertainty.
With more than 44,000 locations in more than 100 countries, McDonald’s is one of the most recognizable fast food brands in the world. While the company has continuously evolved to remain competitive, it has also retained its decades-old, globally identifiable image.
The company has strategically capitalized on customers’ nostalgic connections with its brand, which has helped it drive loyalty and cement its status as a fast-food giant.
One of McDonald’s most powerful nostalgic strategies has been its long-standing partnership with Pokémon. The partnership began in 1999 with the release of “Pokémon: The First Movie,” marking the beginning of a relationship that capitalized on nostalgia while producing generations of highly sought-after collectibles.
Introduced in 1996, Pokémon is a popular Japanese media franchise that has garnered a worldwide following through the creation of video games, animated series, films, merchandise, and the Pokémon Trading Card Game (TCG).
In January 2025, McDonald’s ( MCD ) released a limited-time Pokemon Happy Meal collaboration featuring Dragon-type Pokemon models featuring characters such as Charizard, Pikachu, and Dragonite together, Rayquaza, and Roaring Moon.
Each table included a Pokémon TCG deck containing four of the 15 available cards, along with a Pokémon poster and sticker sheet.
To enhance the experience, McDonald’s introduced a free Pokémon TCG in-app game with a code that can be redeemed only once and created engaging PokéStops at select restaurant locations.
Now, McDonald’s is expected to collaborate with Pokémon again.
It looks like McDonald’s will be teaming up with Pokémon to celebrate the franchise’s 30th anniversary with a new limited-time McDonald’s x Pokémon TCG Happy Meal that will debut in February and March 2026.
While the partnership has yet to be officially confirmed by either McDonald’s or Pokémon, Hypebeast indicates that the promotion will include four-card booster packs and feature similar themed packaging to previous releases.
Given the significance of the anniversary, fans are speculating that the collaboration could come with a special surprise, just like the 25th anniversary collaboration in 2021, which released 50 collectible books.
McDonald’s has maintained a long-standing relationship with Pokémon, both in the US and international markets. The popularity of his collaboration has led to the recurring release of Pokémon-themed Happy Meals with custom packaging, collectible TCG cards, and in some cases, toys.
This partnership is particularly unique for the fast-food chain, as Pokémon trading cards are among the most valuable and sought-after collectibles in the world, with some cards worth up to millions of dollars.
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2011: Pokemon Black and White Happy Meal first released in the US from June to July 2011 (Source:McDonald’s Wiki)
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2012: Pokemon Happy Meal from June to July 2012 (Source:(WarGamer)
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2014: Pokemon X&Y Happy Meal from May to June 2014 (Source:NintendoWorld Report)
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2015: Pokemon Happy Meal with toys and trading cards from November to December 2015 (Source:FastFoodToy Review)
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2017: Pokemon Sun & Moon Happy Meal from November to December 2017 (Source:Leonhart)
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2018: Pokémon TCG Special Holographic Cards from October to November 2018 (Source:TCG player)
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2019: October to November 2019 Pokémon TCG Books and Disc Launcher (Source:price chart)
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2021: Pokemon 25th Anniversary Happy Meal (Source:TCG player)
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2025: Dragon-type Pokémon Happy Meal (Source:McDonald’s)
Like other fast-food chains, McDonald’s has faced mounting pressures in recent years, including declining customer traffic, declining sales, rising food costs and weaker spending from cost-conscious consumers.
Food at home prices rose 2.6 percent, while food at home prices rose 3.7 percent in the 12 months ending in September 2025, according to recent data from the U.S. Bureau of Labor Statistics.
As a result, food service traffic fell 1 percent in the quarter ending June 2025 as consumers dined out less frequently, according to Circana.
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To counter these trends, McDonald’s has expanded value offerings, including the McValue menu, Extra Value Meals and $5 Meal Deals.
“In response to the shrinking food dollar and empowered customers, restaurants are turning to innovative business and operating models to capture greater market share,” KPMG restaurant segment leader Paul Fultz and consumer markets strategy leader Joel Rampoldt said in a study.
In March, the company also launched the Restaurant Experience Team, which brings together operations, supply chain, franchising, development, restaurant design, delivery and Speedee Labs to drive innovation and efficiency.
“Value is rarely defined by price alone,” said David Portalatin, senior vice president and industry advisor for food and foodservice, Circana. “Operational excellence in delivering quality, affordability, great experiences and convenience is what drives winning restaurants and their supply chain partners to greater success.”
McDonald’s proves that nostalgia can be more than a marketing tactic; it is a driver of brand loyalty, repeat engagement and cultural relevance.
Combining collectibles, immersive experiences and value-driven strategies, the company continues to adapt to evolving consumer behaviors while maintaining its iconic brand identity.
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It has expanded its digital presence all the way 185 million 90-day active users in 60 markets.
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Loyal customers generated approx 30 billion dollars in system-wide sales in 2024.
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Global comparable sales increased 3.6% In the third quarter of fiscal 2025, US comparable sales increased 2.4%.
Despite the improvements, the company remains cautious.
“We continue to remain cautious about the health of the U.S. consumer and in our top international markets, and we believe pressures will continue through 2026,” McDonald’s Chief Executive Christopher J. Kempczinski said in an earnings call.
“It’s a fundamental expectation of our brand to bring consumers through our doors and keep them coming back.”
Related: McDonald’s unexpectedly closes another restaurant
This story was originally published by TheStreet on January 5, 2026, where it first appeared in the Restaurants section. Add TheStreet as a favorite source by clicking here.