The Dutch are famously thrifty and unapologetic about splitting the bill. In 2023 alone, over €6.6 million ($7.1 million) was settled through Tikkie, a popular Dutch payment request app, with five Tikkies sent every second.
However, requesting small amounts of money isn’t always smooth sailing—it can sometimes create awkwardness, strain friendships, or even jeopardize a second date. McDonald’s Netherlands has found the perfect way to ease this friction with 'Maccie', its very own payment request system designed to make small debts fun and friendly.
Maccie, available in the McDonald’s App in the Netherlands, makes settling small debts both easy and fun. Simply enter the amount a friend owes you, and the app instantly suggests delicious treat options like a Cheeseburger or McNuggets. Your craving turns into a playful request, which you can send via WhatsApp. Before you know it, you’ve got a tasty new date to enjoy together!
Initiatives like Maccie enable McDonald's to resonate with younger audiences who prioritize affordability. According to research, 65% of Gen Z and 74% of millennials believe they are starting further behind financially compared to previous generations at the same age.
Maccie underscores the affordability of McDonald's menu, demonstrating that even small amounts of money can be turned into a thoughtful treat for someone.
To celebrate the launch, McDonald's teamed up with De Bankzitters, a popular Dutch music group and YouTube channel with nearly a million subscribers, to create a catchy song and music video about Maccie. Renowned for their humorous and relatable content rooted in everyday life and youth culture, De Bankzitters crafted an episode that aligns perfectly with the campaign’s context and vibe. The collaboration resulted in a hit song that adds a fun, engaging element to the initiative, effectively connecting with younger audiences and amplifying awareness of Maccie in an entertaining and culturally relevant way.