McDonald's MY serves up sweet surprise with new boba range

McDonald's Malaysia might be known for its fast food, but the international chain is stepping foot into the boba scene with its latest boba range. The range features the Brown Sugar Boba Latte, Brown Sugar Boba Milk and Brown Sugar Boba Americano.

To promote the new boba range, McDonald's told A+M that it will create conversations with customers on Twitter by getting them to berbalas pantun (exchange poems) about boba with it. Reason being, the brand believes it is important to remain relevant to consumers, be present where they are and speak their language.

McDonald's explained that it has been scoping the market for "a long time", speaking to consumers and searching for the best product offering for its guests. The company added that it is looking for ways to add some excitement to its menu and offer products that will get its consumers talking.

"We know our customers love boba drinks and have been anticipating the addition of boba beverages to our menu," McDonald's said, adding that the drinks are available nationwide on a limited time offer.

As a fast food chain, McDonald's is not typically known for offering boba tea. When asked how the latest offering ties in with the brand's values, McDonald's said its mission is to make delicious feel good moments for everyone. "We want to make [consumers'] feel good moments in McDonald's even better by offering a new product range we know they would love. This is done by marrying our best-selling McCafe espresso coffee and iced latte with brown sugar boba for that unexpected twist," it added.

With so many boba tea brands springing up nowadays, McDonald's aims to continue focusing on three important factors to stand out from the crowd - delicious, peace of mind and convenience. The international fast food chain is one of the brands that has been actively engaging with Malaysian consumers on social media. It recently tweeted for consumers to respond with a pickup line featuring a McDonald's products. "Make sure not to cringe," it added. What proceeded was a series of cringeworthy as well as hilarious tweets.

https://twitter.com/McDMalaysia/status/1301354303605501960

https://twitter.com/TengkuAkramz/status/1300765808180604930

https://twitter.com/FirdausAzil/status/1300992334767636482

https://twitter.com/QyymAmri/status/1300759065413312513

Separately, it also installed a "Mekdi" signboard at 16 outlets in Malaysia to commemorate Merdeka Day and Malaysia Day. This followed a voting campaign which ran from 15 to 21 August. Last year, the brand picked its iconic Bukit Bintang restaurant to display the localised nickname and it wanted to pay tribute to more Malaysians across the country this year.

"This latest effort is a reflection of what McDonald’s Malaysia has been doing all this while. McDonald’s Malaysia is a brand that embraces the very essence of being Malaysian, from our food, to our people, as well as the causes that the company champions. You can definitely expect our marketing strategies to continue showcasing that local flavour," Melati Abdul Hai, VP and CMO of McDonald’s Malaysia, told A+M.

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