Fast-food chains bet big on blockbuster movie tie-ins to lure fans

Fast-food chains are increasingly teaming up with major film franchises to draw in customers. These collaborations often feature themed meals, collectible items, and limited-edition menus tied to upcoming movies. The trend has a long history, with some promotions dating back decades. Burger King started the practice early by selling Star Wars-themed drinking glasses in 1977. Two years later, McDonald’s followed with a Star Trek Happy Meal in 1979. A mint-condition Starfleet game from that promotion now sells for around $4 on eBay.

Recent years have seen a surge in such partnerships. IHOP launched a Wonka Menu in early 2023, offering purple pancakes to mark the release of the Wonka film. McDonald’s later introduced a Minecraft Movie Meal and Happy Meal, which boosted foot traffic by 12.2%, according to Placer.ai data.

This year, multiple chains have announced new tie-ins. Wendy’s revealed Minions & Monsters meals ahead of the film’s July 1 release, complete with collectible toys and drinks. Subway is offering a Moana-themed deal before the film’s July 10 opening, featuring collectible cups and a Fandango code. KFC is working with DC Studios for a Supergirl promotion, including three new sauces and collectible meals. Papa John’s has also joined the trend with its first major film partnership for Toy Story 5, featuring character-inspired pizzas and collectibles. Burger King’s SpongeBob Movie Menu in 2025 drove a near 19% increase in traffic, per Placer.ai. These film-themed promotions bring in more customers and create excitement around new releases. The collaborations also offer fans exclusive merchandise and themed food options. Data shows some campaigns have significantly lifted restaurant visits.