Many businesses rely on nostalgia to create deep emotional connections between their products and customers, supporting long-term brand loyalty.
Today, this strategy is especially valuable as customers become more cautious 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 world’s most recognizable fast-food brands. While the company has continuously evolved to remain competitive, it has also preserved its decades-old, globally recognizable image.
The company has strategically leveraged customers’ long-standing connections to its brand, which has helped it increase loyalty and strengthen its position as a fast-food giant.
One of McDonald’s most influential nostalgic strategies is its long-running collaboration with Pokémon. The partnership began with the release of “Pokémon: The First Movie” in 1999, the beginning of a relationship that capitalized on nostalgia while producing a generation of highly sought-after collectibles.
Introduced in 1996, Pokémon is a popular Japanese media franchise that has amassed a large global following through the creation of video games, animated series, movies, merchandise, and the Pokémon Trading Card Game (TCG).
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, and Dragonite, Rayquaza, and Roaring Moon.
Each meal included a Pokemon TCG pack containing four of the 15 available cards, a Pokemon 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 Pokemon again.
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 has yet to be officially confirmed by McDonald’s or Pokemon, Hypebeast indicates that the promotion will include four-card booster packs and feature themed packaging similar to previous releases.
Given the importance of the anniversary, fans have speculated that the collaboration could come with a special surprise, such as the 25th anniversary collaboration in 2021, which released 50 collectible cards.
McDonald’s has a longstanding relationship with Pokémon in the United States and international markets. The popularity of its collaborations has led to the recurring release of Pokémon-themed Happy Meals with custom packaging, collectible TCG cards, and in some cases toys.
The 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 millions of dollars.
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2011: Pokémon Black and White Happy Meal was first released in the United States from June to July 2011 (Source:(McDonald’s Wiki)
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2012: From June to July 2012, Pokémon Happy Meals (Source:wargamer)
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2014: Pokemon X&Y Happy Meal May to June 2014 (Source:(NintendoWorldReport)
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2015: Pokemon Happy Meal with collectible toys and cards from November to December 2015 (Source:(FastFoodToyReview)
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2017: From November to December 2017 Pokemon Sun and Moon Happy Meal (Source:Leonhart)
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2018: Pokemon Special Holographic TCG Cards from October to November 2018 (Source:(TCGplayer)
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2019: Pokémon TCG Card and Disc Launcher October to November 2019 (Source:price charting)
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2021: Pokemon 25th Anniversary Happy Meal (Source:(TCGplayer)
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2025: Dragon-type Pokémon Happy Meal (Source:McDonald’s)
Like other fast-food chains, McDonald’s has faced increasing pressure in recent years, including sluggish customer traffic, declining sales, rising food costs, and weaker spending from cost-conscious consumers.
Prices for meals at home rose 2.6%, while prices for meals away from home rose 3.7% in the 12 months ending in September 2025, according to the most recent U.S. Bureau of Labor Statistics data.
As a result, food service traffic fell 1% in the quarter ending June 2025, as consumers dined out less frequently, according to Circana.
Start of more food industry business:
To counter these trends, McDonald’s has expanded its value offerings, including the McValue menu, Extra Value Meals, and $5 Meal Deals.
“In response to a shrinking food dollar and a strong consumer base, 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 Rumpold said in a study.
In March, the company also launched the Restaurant Experience team, bringing together innovation and efficiency across operations, supply chain, franchising, development, restaurant design, delivery, and Speedy Labs.
“Value is rarely defined by price alone,” David Portlatin, Circana senior VP and industry consultant for food and foodservice, said in a statement. “Operational excellence in delivering quality, affordability, great experiences and convenience drives winning restaurants and their supply chain partners to greater success.”
McDonald’s shows how nostalgia can be more than a marketing strategy; It is a driver of brand loyalty, repeat engagement, and cultural relevance.
By combining collections, immersive experiences, and value-oriented strategies, the company continues to adapt to evolving consumer behaviors while maintaining its iconic brand identity.
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Expanded its digital presence 185 million 90-day active users in 60 markets.
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Generating about loyal customers $30 billion On sale systemwide in 2024.
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Worldwide comparable sales increased 3.6% In the third quarter of fiscal 2025, with US comparable sales 2.4%.
Despite the improvement, the company remains cautious.
“We continue to be cautious about consumer health in the U.S. and our top international markets and believe pressures will continue well into 2026,” McDonald’s CEO Christopher J. Kempinski said on the 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 Closing 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 preferred source by clicking here.
