In the past, such promotions prompted crowding and near-riots as collectors rushed to get their favourite kitty at a local McDonald's restaurant. This year, the promotion is a very digital event, with Facebook photos and posts, online ordering at the McDonald's Singapore website and more.
On the first day of sale, online purchasing was interrupted when the website crashed due to high volume. Demand remains strong, which is why McDonald's is limiting the number of sets available to each buyer.
Although offering Hello Kitty as a sales promotion is intended to increase footfall and food purchasing, McDonald's is wise to avoid logistical problems with a multichannel strategy of optional online ordering. The restaurant chain has also teamed up with SingPost, Singapore's postal service, to deliver sets to collectors at home or at pick-up stations, a smart channel choice to relieve crowding in the restaurants.
In fact, SingPost is joining the Hello Kitty birthday celebration by selling special stamps and other merchandise. Watch for more Hello Kitty merchandise worldwide as the iconic brand continues its celebration.
