From Star Wars to Stranger Things — IP Experience Is Now a Powerful Ingredient On The QSR Menu

The era of celebrity meal and seasonal menus as LTOs is giving way to something far more immersive — full IP experiences where the food, the packaging, the app, the collectible, and sometimes the movie itself are all one seamless brand moment. Consumers no longer see food as only fuel, according to Ari Freedman, VP of Licensing at Surge Brands, the shift toward experience, emotion, and identity — accelerated by social media and an appetite for bold and nostalgic flavors — has turned food and beverage into one of the most powerful platforms for brand storytelling. 

The numbers back it up: Brands active in F&B generated $7.4 billion in licensed consumer product retail sales over the past year, according to License Global's 2025 Top Global Licensors report. Freedman points to limited-edition releases as a key driver their power lying in the urgency and exclusivity they create.

Burger King isn't just offering a Star Wars meal. It is the Star Wars experience, right alongside the movie on May 22nd. As Joel Yashinsky, Chief Marketing Officer Burger King stated, "Star Wars has shaped generations of fans, and as we head into the release of Star Wars: The Mandalorian and Grogu, we saw an opportunity to bring that excitement straight into our restaurants."

Star Wars has shaped generations of fans, and as we head into the release of Star Wars: The Mandalorian and Grogu, we saw an opportunity to bring that excitement straight into our restaurants.

Consumer sentiment toward fast food has quietly undergone a structural shift. Just 14 percent of consumers now view QSRs as a good value — while nearly a quarter consider them a treat or a reward, and nearly a third of US adults have already cut back their fast food spending. R.J. Hottovy, head of analytical research at location analytics platform Placer.ai  in a recent report mentioned how in 2026, value means more than a low price point. The restaurants pulling ahead are the ones combining competitive pricing with menu innovation, LTOs, and cultural relevance — giving consumers a reason to spend beyond habit.

How brands use entertainment IP licensing to drive traffic?

When brands like McDonald's and Netflix join forces and release photocards that unlock first-access content with flavors drawing inspiration from Korean culture and food traditions, it instantly pulls passionate global fandom of KPOP demon hunters to the drive through. "Everything we do at McDonald's is for the fans, and no one can relate to that more than Netflix and KPop Demon Hunters. Big things happen when you bring two massive fandoms together, and this partnership was a natural fit,” said Alyssa Buetikofer, Chief Marketing and Customer Experience Officer, McDonald's.

The U.S. Intellectual Property Licensing industry — which counts Walt Disney Co, Warner Media Llc and Mcdonald’s  Corporation among its biggest players — is projected to reach $72.4 billion in revenue by end of 2026, growing at a 1.9 percent CAGR, as per IBISWorld analyst Megan McCormick. QSR brands like McDonald's, Chick-fil-A, and Raising Cane's rely significantly on IP licensing for trademarks, proprietary recipes, operational processes, and digital assets.

The ready-made fan base is what IP Experience offers better than a discounted meal

The IP experience economy is reshaping how QSR brands compete — and the C-suite is already signaling it in how 2026 LTO strategy is taking shape. CEO Chris Kempczinski in his McDonald's Q4 2025 Earnings Call (Feb 2026) said  "Success will again depend on going three for three: compelling value that brings customers in the door, breakthrough marketing that creates meaningful moments for our fans and menu innovation that provides great tasting food for our customers." That's precisely why McDonald's Ramyeon McShaker Fries or Burger King's Grogu's Garlic Chicken Fries aren't built around price but more around IP collaboration, scarcity, phygital experience and fan driven traffic. Tillster CMO Hope Neiman puts it plainly — for QSR operators today, the real competition isn't always the restaurant next door. It's Netflix, Amazon, and Uber, and the personalized digital experiences they've trained consumers to expect.

KPop Demon Hunters – the most streamed movie of 2025 per Nielsen Streaming content ratings — draws both children and adults to the same characters and collectibles. Deeper audience intelligence from Nielsen’s 2025 Advanced Audience Attitudes Study revealed— a passionate adult fanbase with real purchasing intent, not just streaming habits. Launching themed meals around the most-streamed movie of 2025 among adults 18-49— was a calculated read on the IP culture expanding beyond the screen.
 
Taco Bell's Global Chief Brand Officer Taylor Montgomery stated that 2026, will be the year of the brands that belong in culture from the ones that just promote through it. The winners will co-create with their fans, not just market to them.

Major QSR IP Collaborations That Turned Fast Food into Fan Moments in 2026: –

• March 31: McDonald's x Netflix KPop Demon Hunters Two dueling adult meals, Ramyeon McShaker Fries, Hunter and Demon sauces, Derpy McFlurry with blackberry boba, and collectible photocards with QR codes unlocking exclusive digital content.

• April 13: Popeyes x One Piece (Toei Animation) Luffy Bento Bundle, Gum-Gum Fruit Lemonade, Chopper's Cupcake with limited collectible bento boxes given to the first 200 customers on launch day.

• April 20: Starbucks x The Devil Wears Prada 2 Four character-inspired secret menu drinks live in the Starbucks app — Miranda, Andy, Nigel, Emily. Starbucks also appears inside the film itself. NYC's Empire State Building Reserve location offered limited-edition copies of Runway Magazine, turning the café into a full fan destination.

• April 28: Burger King x The Mandalorian and Grogu BBQ Bounty Whopper, Grogu's Blue Cookie Shake, Garlic Chicken Fries, Imperial Cheddar Ranch Tots, four collectible cups, and a Mandalorian paper crown — launched on Star Wars Day ahead of the May 22 theatrical release.

• May 5: McDonald's x Stranger Things: Tales From '85 Custom Upside Down Happy Meal box, 12 collectible character toys released two per week, activity book, and a QR code launching an AR game where players help Eleven save a McDonald's from a Demogorgon. Two new characters dropping weekly to drive repeat visits through the run.

• June 19: Papa Johns x Disney  Pixar’s Toy Story 5. The program includes Toy Story 5 personal pizzas and dip cups, limited-edition collectibles, merchandise, immersive experiences and an in-app game in select markets worldwide. Campaign elements will roll out through the end of July across key global markets. The campaign will be supported by a 360 global media buy, featuring a special custom-animated spot produced by Pixar Animation.