McDonald’s October 2017 limited-time release of Szechuan sauce triggered a massive, unanticipated consumer backlash due to severe supply shortages. While the brand intended to generate excitement, the promotion resulted in hours-long lines, police intervention, and aggressive social media vitriol directed at staff and leadership. Super-fans Jillian and Will, who drove four hours across the Canadian border only to find empty shelves, exemplify the extreme lengths consumers went to for the product. McDonald’s executives, including Senior VP Jano Cabrera and PR director Paul Mattson, admit the company failed to grasp the scale of pop-culture-driven demand, leading to a public apology and a promise to restock the sauce in larger quantities. This event highlights the volatility of modern brand activations when supply chain logistics fail to align with the intensity of digital-age fandom.
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