McDonald’s brought the Chicken Big Mac to the U.K., proving the power of food fandoms. After becoming a bestseller in Australia and the UAE, consumers around the world have been calling for McDonald’s to bring the chicken version of the popular Big Mac to their home turf. And after being inundated with requests from the U.K., the fast-food chain has delivered: for a limited time, the Chicken Big Mac will be available in the U.K. and Ireland. The public outcry for the burger highlights the growing popularity of food fandoms, while also underscoring the power they have to influence changes. YPulse’s Clicking on Community trend research found that over a third of young Europeans say they’re a fan of a brand and part of their community, and the majority that are part of a brand community have purchased something because of that community. While many food and bev brands (including McDonald’s) have tapped this fandom by launching merch, the chain’s response to fan demands is an effective way to strengthen community ties. (Bloomberg)
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