McDonald’s is throwing a Los Angeles rave dance party in the early hours of December 13 in an effort to promote the QSR’s new breakfast item. The free event–called Rise N’ Rave–is open to anyone over 18 and it starts at 6 AM in Downtown Los Angeles.
No official announcement has come from McDonald’s, but the company’s branding is all over the event’s poster. A number of EDM and dance music sites are only outlets covering the rave. There is also a Facebook event, created by Manila Killa, the party’s official DJ, interested party-goers can only RSVP there.
The event’s description implores attendees to, “try the Triple Breakfast Stacks prior to the event and show your receipt at the entrance for priority entry and unlimited access to the VIP lounges, which might include some cool swag* 😉 So make sure to try the new sandwiches today at participating restaurants for a limited time! We will also have Triple Breakfast Stacks for you to try throughout the morning as well as McDonald’s beverages to keep you hydrated.”
The breakfast sandwich launched in November, and claims to have “made breakfast history again.” The stacks come with slices of American cheese between two hot sausage patties topped with bacon and an egg. The sandwich was inspired by the “Secret Menu,” items created by customers’ inventions and customizations.
Vice President of Menu Innovation Linda VanGosen said in the press release, “Our customers have also told us they have been craving a bigger, more filling sandwich option in the mornings. Triple Breakfast Stacks are the latest customer-led menu innovation, and we are proud to share them nationally for a limited time as part of our continued journey to build a better McDonald’s.”
The dance party comes shortly after last week’s smashing #WhopperDetour promotion from Burger King, offing a one-cent whopper deal geofenced within 600 feet of a McDonald’s restaurant. Burger King announced the deal in a tweet saying, “brb going to McDonald’s.” The tweet gained 63,000 likes and 20,000 retweets on Twitter.
It’s been hard for McDonald’s to win over millennials and Gen Z—only two years ago—just one in five has tried the Big Mac. They’ve revamped their menu with healthier options and “Signature Crafted Recipes,” and one of the burgers even taps into the demographic’s love for Sriracha.
Although a rave seems like a strange way to attract younger consumers to a breakfast sandwich, McDonald’s seems to be heading in the right direction. Gen Z are 20 percent more likely to go to fast-food restaurants compared to older generations, according to a study by Foursquare and Carat. The demographic visited restaurants like In-n-Out Burger and Shake Shack much more frequently than older generations. They’re projected to have more than $143 billion in spending power by 2020.