McDonald’s is now serving up something other than fast food.
The fast-food giant has launched Golden Arches Unlimited, an online shop that celebrates its brand with themed-merchandise specifically designed for McDonald’s fans. It’s the chain’s first-ever permanent e-commerce shop.
The store will remain open year-round and feature different seasonal pieces. The initial lineup is a winter collection that includes a holiday sweater emblazoned with the chain’s signature golden arches, a Happy Meal t-shirt, a sesame seed zip hoodie and more, along with various themed- accessories such as hair ties, umbrellas, journals and tote bags.
Since the 1980s, McDonald’s has partnered with multiple fashion brands and retailers, and beginning in 2017, the company launched its own limited-time line of merchandise through the McDelivery Collection. There are more than 20 branded items available on Golden Arches Unlimited, including tumblers, t-shirts, socks, tote bags, and journals.
Although launch quantities of merchandise are limited, McDonald’s says it will restock and drop new merchandise on a regular basis.
“McDonald’s has been ingrained in the fabric of culture for years, and there's a long history of fans wearing our brand with pride,” said Colin Mitchell, senior VP, global marketing at McDonald’s Corp. “We’re excited to help customers wear their brand love on their sleeves with the unveiling of Golden Arches Unlimited as we continue to inspire feel good moments with McDonald's."
McDonald’s is not the only fast-food retailer, or even the only hamburger chain, getting into seasonal direct-to-consumer sales of branded merchandise. Direct competitor White Castle is offering its first-ever online holiday gift guide, “House of Crave,” and Dunkin’ Donuts is operating an online holiday pop-up shop, which it has already promised to bring back in 2020. Unlike McDonald’s, these two retailers will shutter their e-commerce stores once the holidays have ended.
McDonald’s USA operates 14,000 restaurants, 95% of which are independently owned and operated.