Peeling Back the Years: Nostalgia, Loyalty, and the Fast Food Flashback

After nearly a decade, McDonald’s Monopoly game is back as the brand hopes to create new memories and lasting loyalty through a digitally enhanced limited-time nostalgic experience.

“From 1987 to 2014, customers of all ages eagerly visited the drive-thru, excited to peel a game piece from a container of fries or a cup of Sprite to see if they had won a free Big Mac or even a major cash prize,” said Eric Yaverbaum, CEO of Ericho Communications and author of Public Relations for Dummies. “It’s also incredibly easy to participate, as game pieces are typically found on many of the brand’s food containers. What’s more, those who grew up playing Monopoly get the added familiarity of revisiting the game through a McDonald’s meal. Whether you’re 15 or 52, living in Arkansas or New York, McDonald’s Monopoly offers a level of nostalgia and optimism that resonates with a wide range of people from all different backgrounds.”

Blasts from the Past

McDonald’s is not the only brand tapping into nostalgia marketing hoping for a retro revival, Yaverbaum pointed out.

• The “Back to Starbucks” campaign is reviving previously phased-out staples, such as the pre-pandemic condiment bar with various milk options, baristas writing on cups with Sharpies, and the return of ceramic mugs.

• Chili’s is  bringing back its iconic Y2K-era “Baby Back Ribs” promotion. The brand even had Boyz II Men record an updated version of the famous jingle. 

• Pepsi redesigned its logo to resemble its 1990s version.

Nostalgia can be a powerful tool for brands to connect with audiences across generations and spark genuine emotional engagement.

“The reason brands are relying so heavily on blasts from the past is that nostalgic marketing campaigns offer consumers an escape from constant economic uncertainty, negative news headlines, and political unrest. In response, many people are turning to the comfort of the familiar to help navigate an uncertain and rapidly changing world. Brands like McDonald’s recognize this need and are choosing to lean into what consumers already know and love. These campaigns are also a reliable driver of engagement.”

According to data from Spotify, around 60 percent of people are more likely to engage with an ad that evokes nostalgia. And while it’s easy to assume this tactic appeals mostly to older generations, that’s not necessarily the case, Yaverbaum said. A survey from GWI found that 37 percent of Gen Z, despite being born mostly in the 2000s, feel nostalgic for the 1990s. 

“What these campaigns tell us is that, when done thoughtfully, nostalgia can be a powerful tool for brands to connect with audiences across generations and spark genuine emotional engagement.”

Trust, Loyalty and Engagement

Craig Miller, expert legacy business strategist and former Sonic Drive-In CIO, believes the promotion should deliver more than short-term spikes with longer-term trust, loyalty, and engagement.

He said once tainted by the McMillions fraud scandal, the game is now reengineered/repositioned as a loyalty engine:

• Boosting traffic, sales and same-store comp growth – lever to drive incremental visits and transactions
  (analysts project ~ four percent). 

• Creating emotional pull and reimagining nostalgia, while restoring trust

• Reigniting brand buzz and cultural relevance – can generate social media buzz, amplified reach and free earned media 

• Gamifying purchases to turn transactions into experiences and longer-term engagement

• Growing digital “stickiness” and  loyalty engagement— chance to deepen customer relationships, collect data, drive app usage, and potentially increase repeat visits.

“The longer-term value will depend on their execution and how they can leverage the surge in digital engagement and loyalty program enrollment — turning the Monopoly from a one-time activation hook into a customer-data and retention engine,” said Miller. “If not, the risk is it becomes just another flashy promo with a short half-life.”

He pointed out that most fast-food brands often rely on short-term price wars, influencer tie-ins, or loyalty points, while McDonald’s is attempting to play the long game. 

“Competitors can imitate discounts, but few can resurrect a ritual. The Monopoly campaign comes preloaded with emotional equity—decades of collective memory and market buzz.”

Nostalgia in marketing and media isn’t new, though it has become notably pervasive, Yaverbaum pointed out. Consumers have long sought out vintage clothing, rewatched old TV shows, and listened to throwback playlists and that’s what makes it such an effective marketing tool. 

The Monopoly campaign comes preloaded with emotional equity—decades of collective memory and market buzz.

“People enjoy revisiting the past, whether it’s 2005 or 2025. But whether nostalgia will remain a major driver of consumer behavior in 2026 depends on several factors. It may hinge on whether the current global state of unpredictability continues or whether brands start to exhaust what can reasonably be considered a throwback. For now, though, nostalgia offers a powerful way to remind consumers of simpler times, and there’s a strong business case for continuing to tap into that emotional connection.”

Yaverbaum said, while nostalgia has an appeal, other emerging trends are drawing significant consumer attention and resonating with audiences such as the popularity of Labubus, and value-driven campaigns like Subway and Coca-Cola’s new Clean Water initiative. 

“Overall, consumers increasingly want brands to reflect their identities, provide interactive experiences, and take meaningful stances on social or environmental issues. The most successful brands in 2026 will be those that combine the emotional appeal of nostalgia with cultural relevance and modern strategies.”

Miller said the real prize for McDs should be the longer-term brand equity, sales-driving customer loyalty, and associated first-party customer data that will help strengthen ongoing engagement.  

“The campaign offers more than cash prizes and dream vacations—it has potential to reignite something far more valuable: an emotional reconnection between generations of customers. And that’s what makes this comeback so smart. In a market crowded with loyalty apps, limited-time offers, and influencer tie-ins, McDonald’s is leaning on something few brands can credibly claim—a cultural memory.  The move also reframes loyalty. Instead of points and push notifications, McDonald’s is delivering ‘participation and play,’ transforming passive customers into active fans. That’s the sweet spot where nostalgia becomes a growth strategy.”