Many businesses rely on nostalgia to forge deep emotional connections between their products and customers, supporting long-term brand loyalty.

Today, this strategy is particularly valuable as customers grow more cautious of their spending amid rising costs and economic uncertainty.

With more than 44,000 locations across over 100 countries, McDonald’s is one of the most recognizable fast-food brands in the world. While the company has continually evolved to stay competitive, it has also preserved its decades-old, globally identifiable image.

The company has strategically leveraged customers’ nostalgic connections to its brand, which has helped it foster loyalty and solidify its status as a fast-food giant.

One of McDonald’s most impactful nostalgic strategies has been its long-running collaboration with Pokémon. The partnership began in 1999 with the release of “Pokémon: The First Movie,” marking the start 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 amassed a huge global following through the creation of video games, animated series, films, merchandise, and the Pokémon Trading Card Game (TCG). 

McDonald’s previous Pokémon Happy Meal

In January 2025, McDonald’s (MCD) launched a limited-time Pokémon Happy Meal collaboration featuring Dragon-type Pokémon designs with characters such as Charizard, Pikachu & Dragonite together, Rayquaza, and Roaring Moon.

Each meal included a Pokémon TCG pack containing four of the 15 available cards, along with a Pokémon poster and a sticker sheet.

To enhance the experience, McDonald’s introduced a free Pokémon TCG in-app game with a one-time redeemable code and created immersive PokéStops at select restaurant locations.

Now, McDonald’s is expected to partner with Pokémon once again.

McDonald’s will reportedly launch a new Pokémon Happy Meal collaboration for 2026.

Shutterstock

McDonald’s set to launch a 30th anniversary Pokémon Happy Meal

McDonald’s will reportedly partner with Pokémon to celebrate the franchise’s 30th anniversary with a new limited-time McDonald’s x Pokémon TCG Happy Meal, expected to debut in February and March 2026.

Although the partnership is not yet officially confirmed by either McDonald’s or Pokémon, Hypebeast indicates that the promotion will include four-card booster packs and feature themed packaging similar to previous releases.

Given the significance of the anniversary, fans speculate that the collaboration could come with a special surprise, much like the 25th anniversary collaboration in 2021, which released 50 collectible cards.

McDonald’s historic Pokémon collaborations

McDonald’s maintained a long-standing relationship with Pokémon across both U.S. and international markets. The popularity of its collaboration has led to the recurring release of Pokémon-themed Happy Meals, featuring 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.

McDonald’s x Pokémon U.S. collaborations

  • 2011: Pokémon Black and White Happy Meal released in the U.S. for the first time from June to July 2011 (Source:McDonald’s Wiki)
  • 2012: Pokémon Happy Meal from June to July 2012 (Source:WarGamer)
  • 2014: Pokémon X&Y Happy Meal from May to June 2014 (Source:NintendoWorldReport)
  • 2015: Pokémon Happy Meal with collectible toys and cards from November to December 2015 (Source:FastFoodToyReview)
  • 2017: Pokémon Sun & Moon Happy Meal from November to December 2017 (Source:Leonhart)
  • 2018: Pokémon special holographic TCG cards from October to November 2018 (Source:TCGplayer)
  • 2019: Pokémon TCG cards and disc launcher from October to November 2019 (Source:Price Charting)
  • 2021: Pokémon 25th Anniversary Happy Meal (Source:TCGplayer)
  • 2025: Dragon-type Pokémon Happy Meal (Source:McDonald’s)

McDonald’s navigates a challenging market

Like other fast-food chains, McDonald’s has faced mounting pressures in recent years, including slower customer traffic, sales declines, rising food costs, and weaker spending from cost-conscious consumers.

Prices for food at home increased 2.6%, while prices for food away from home rose 3.7% in the 12 months ended September 2025, according to recent U.S. Bureau of Labor Statistics data.

As a result, foodservice traffic declined 1% in the quarter ending June 2025, as consumers dined out less frequently, according to Circana. 

More Food Insustry Businesss Startegy:

  • Chick-fil-A made a major change to its chicken, fans are noticing
  • Taco Bell, Jack in the Box bring back discontinued menu items
  • McDonald’s and Burger King holiday promotions spark major backlash

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 decreasing food dollar and the empowered customer, restaurants are turning to innovative business and operating models to grab a greater share of the market,” said KPMG Restaurant Segment Leader Paul Fultz and Strategy Leader of Consumer Markets Joel Rampoldt in a study.

In March, the company also launched the Restaurant Experience Team, bringing together operations, supply chain, franchising, development, restaurant design, delivery, and Speedee Labs to drive innovation and efficiency.

“Value is rarely defined only by price,” said Circana Senior VP and Industry Advisor for Food and Foodservice David Portalatin in a statement. “Operational excellence in providing quality, affordability, great experiences, and convenience is what leads winning restaurants and their supply chain partners to greater success.”

McDonald’s strategy shows signs of success

McDonald’s demonstrates how nostalgia can be more than a marketing tactic; it’s a driver of brand loyalty, repeated engagement, and cultural relevance.

By combining collectibles, immersive experiences, and value-oriented strategies, the company continues to adapt to evolving consumer behaviors while maintaining its iconic brand identity.

McDonald’s strategy results

  • Extended its digital presence to over 185 million 90-day active users across 60 markets.
  • Loyalty customers generated about $30 billion in systemwide sales in 2024.
  • Global comparable sales increased 3.6% in the third quarter of fiscal 2025, with U.S. comparable sales up 2.4%.

Despite improvement, the company remains cautious.

“We continue to remain cautious about the health of the consumer in the U.S. and our top international markets and believe the pressures will continue well into 2026,” said McDonald’s CEO Christopher J. Kempczinski in an earnings call. 

“It’s a foundational expectation of our brand to bring consumers through our doors and keep them coming back.”

Related: McDonald’s is unexpectedly closing another restaurant