Video · Explainer
McDonalds - Chicken & Whattt?!
‘A herring burger made their debut, but it was the Chicken & Waffle that stole the show.’
The campaign
At the end of 2023, the Netherlands was completely bewitched by Chat-GPT. This sparked one question for us: could AI truly deliver what our fans craved? With just one prompt, three brand new, Dutch-style burgers were born. A spicy burger and a herring burger made their debut, but it was the Chicken & Waffle that stole the show, featuring a signature Dutch treat—the stroopwafel—reimagined as a waffle.
Do androids dream of electric sheep? Maybe. But it turns out they can dream up burgers that people go wild for. Inspired by our fans' excitement, we brought AI to life by adding the Chicken & Waffles burger to McDonald's menus across the Netherlands. Since Chicken & Waffle isn't a big thing here, we went straight to the toughest critics—octogenarians—for a taste test. When they hated it, we knew younger fans would absolutely love it.
The result
The critical elders and the Chicken & Waffle were a massive hit with fans. The burger exceeded its target fourfold. With just this social campaign, Chicken & Waffle became the most successful introduction for any Dutch McDonald’s product since 2017. Meanwhile, our grey superstars Carel, Jeanet and Bert took social media by storm with their reviews, inspiring fans to create their own reviews and rack up over 10M+ views in the process.
We had a computer come up with a burger that humans couldn’t get enough of. And even though AI invented the burger, the Maccie community turned it into a fan favorite.
