McDonald’s Scores Big with Minecraft Meal: How the Fast-Food Giant Reignited Sales with Its Largest Campaign Ever

A record-breaking global promotion, revamped menu, and nostalgic appeal helped McDonald’s rebound after two sluggish quarters, proving the golden arches still shine bright.

After two consecutive quarters of declining sales, McDonald’s has flipped the script with a powerful comeback—fueled by its biggest marketing campaign to date. The centerpiece? A creative collaboration with A Minecraft Movie that not only captured attention globally but also revived appetite for the golden arches.

In the second quarter ending June 30, U.S. sales at McDonald’s locations open for at least a year rose 2.5%, ending a worrying downward trend. Globally, comparable sales surged by 3.8%, bolstered by the promotion’s reach across 100 international markets. Total revenue jumped 5%, reaching $6.8 billion.

The standout campaign, launched in late March, featured a dual Happy Meal offering—one tailored for kids, complete with themed toys, and an adult version tied to the Warner Bros. Pictures release of A Minecraft Movie, which has since grossed nearly $1 billion worldwide. The campaign drew widespread attention from fans of all ages, blending pop culture with fast-food nostalgia to irresistible effect.

Beyond the movie tie-in, McDonald’s introduced crispy chicken strips as part of a broader menu refresh aimed at re-engaging its core customer base—particularly low- and middle-income diners, many of whom had begun pulling back on spending. CEO Chris Kempczinski had flagged this trend last quarter, prompting a strategic pivot to enhanced value offerings and compelling promotions.

But McDonald’s isn’t easing off the accelerator. The company has even more planned for the current quarter to keep the momentum going. Next week will see the highly anticipated return of the Snack Wrap, a cult favorite among fans. Additionally, the chain is preparing to launch a new “McDonaldland” meal aimed at nostalgic adult customers, complete with a mystery-flavored shake.

As part of its beverage overhaul, McDonald’s is also set to roll out new offerings under the CosMc’s banner, which will debut at 500 locations this September—reviving elements from the recently shuttered spin-off in a fresh format.

With a renewed focus on innovative marketing, customer engagement, and menu variety, McDonald’s is proving once again why it remains one of the most iconic brands in the world. As Kempczinski prepares to address analysts, the message is already clear: the company isn’t just recovering—it’s reinventing its own playbook for the future.