In this article, McDonald’s is leveraging customers’ nostalgia for its McDonaldland characters to drive sales of its Shamrock Shake. The company announced on Tuesday that Grimace will be reuniting with his Irish uncle, Uncle O’Grimacey, bringing back the mascot after many years out of the limelight. Uncle O’Grimacey was originally introduced in 1975 by McDonald’s to promote the Shamrock Shake but had not been seen since the mid-1980s.
The Shamrock Shake, a seasonal favorite for over 50 years, makes its annual return to U.S. restaurants just before St. Patrick’s Day, starting on Feb. 10. This year, 25 cents from each Shamrock Shake sold will be donated to the Ronald McDonald House Charities.
On the same day as the shake’s relaunch, the fast-food chain is set to announce its fourth-quarter results. McDonald’s sales have been struggling to recover since the Centers for Disease Control and Prevention linked its Quarter Pounder burgers to a deadly E. coli outbreak in October, despite the agency declaring the crisis over. A viral event, such as the return of Uncle O’Grimacey, could drive more customers to its restaurants and help boost sales.
Uncle O’Grimacey’s comeback is the third instance of the chain using its retro mascots in marketing since the viral Grimace Birthday Meal. The company introduced a beverage-focused spinoff brand called CosMc’s, named after the McDonald’s-loving alien from past ads. Additionally, when McDonald’s launched its “Best Burger” campaign to promote changes to its cheeseburgers and Big Macs, the Hamburglar was sent on a nationwide tour.
Grimace remains a prominent figure, with his birthday meal, featuring a purple milkshake, contributing to a more than 10% increase in McDonald’s quarterly U.S. same-store sales in the spring of 2023.
Grimace continues to be beloved by the public. Last year, he became a lucky charm for the New York Mets during their recent baseball season. Following Grimace’s ceremonial first pitch before a June game, the Mets went on a winning streak, prompting the mascot to make appearances at games during the team’s playoff run.
Uncle O’Grimacey faded from the spotlight as McDonald’s reduced its use of the McDonaldland mascots. There was a rumor circulating online in recent years suggesting that Uncle O’Grimacey was sidelined after an actor portraying the mascot in Philadelphia expressed support for the Irish Republican Army, but there is no evidence to support this claim.
