The period of movie star meal and seasonal menus as LTOs is giving method to one thing much more immersive — full IP experiences the place the meals, the packaging, the app, the collectible, and generally the film itself are all one seamless model second. Shoppers now not see meals as solely gas, in line with Ari Freedman, VP of Licensing at Surge Manufacturers, the shift towards expertise, emotion, and id — accelerated by social media and an urge for food for daring and nostalgic flavors — has turned meals and beverage into some of the highly effective platforms for model storytelling.
The numbers again it up: Manufacturers lively in F&B generated $7.4 billion in licensed client product retail gross sales over the previous yr, in line with License World’s 2025 Prime World Licensors report. Freedman factors to limited-edition releases as a key driver their energy mendacity within the urgency and exclusivity they create.
Burger King is not simply providing a Star Wars meal. It is the Star Wars expertise, proper alongside the film on Might twenty second. As Joel Yashinsky, Chief Advertising and marketing Officer Burger King said, “Star Wars has formed generations of followers, and as we head into the discharge of Star Wars: The Mandalorian and Grogu, we noticed a chance to convey that pleasure straight into our eating places.”
Star Wars has formed generations of followers, and as we head into the discharge of Star Wars: The Mandalorian and Grogu, we noticed a chance to convey that pleasure straight into our eating places.
Shopper sentiment towards quick meals has quietly undergone a structural shift. Simply 14 % of shoppers now view QSRs as a superb worth — whereas practically 1 / 4 contemplate them a deal with or a reward, and practically a 3rd of US adults have already reduce their quick meals spending. R.J. Hottovy, head of analytical analysis at location analytics platform Placer.ai in a latest report talked about how in 2026, worth means greater than a low value level. The eating places pulling forward are those combining aggressive pricing with menu innovation, LTOs, and cultural relevance — giving shoppers a cause to spend past behavior.
How manufacturers use leisure IP licensing to drive site visitors?
When manufacturers like McDonald’s and Netflix be a part of forces and launch photocards that unlock first-access content material with flavors drawing inspiration from Korean tradition and meals traditions, it immediately pulls passionate international fandom of KPOP demon hunters to the drive by way of. “All the things we do at McDonald’s is for the followers, and nobody can relate to that greater than Netflix and KPop Demon Hunters. Large issues occur while you convey two large fandoms collectively, and this partnership was a pure match,” stated Alyssa Buetikofer, Chief Advertising and marketing and Buyer Expertise Officer, McDonald’s.
The U.S. Mental Property Licensing business — which counts Walt Disney Co, Warner Media Llc and Mcdonald’s Company amongst its largest gamers — is projected to succeed in $72.4 billion in income by finish of 2026, rising at a 1.9 % CAGR, as per IBISWorld analyst Megan McCormick. QSR manufacturers like McDonald’s, Chick-fil-A, and Elevating Cane’s rely considerably on IP licensing for logos, proprietary recipes, operational processes, and digital property.
The ready-made fan base is what IP Expertise gives higher than a reduced meal
The IP expertise financial system is reshaping how QSR manufacturers compete — and the C-suite is already signaling it in how 2026 LTO technique is taking form. CEO Chris Kempczinski in his McDonald’s This fall 2025 Earnings Name (Feb 2026) stated “Success will once more rely upon going three for 3: compelling worth that brings clients within the door, breakthrough advertising that creates significant moments for our followers and menu innovation that gives nice tasting meals for our clients.” That is exactly why McDonald’s Ramyeon McShaker Fries or Burger King’s Grogu’s Garlic Rooster Fries aren’t constructed round value however extra round IP collaboration, shortage, phygital expertise and fan pushed site visitors. Tillster CMO Hope Neiman places it plainly — for QSR operators in the present day, the true competitors is not at all times the restaurant subsequent door. It is Netflix, Amazon, and Uber, and the customized digital experiences they’ve educated shoppers to anticipate.
KPop Demon Hunters – essentially the most streamed film of 2025 per Nielsen Streaming content material scores — attracts each kids and adults to the identical characters and collectibles. Deeper viewers intelligence from Nielsen’s 2025 Superior Viewers Attitudes Examine revealed— a passionate grownup fanbase with actual buying intent, not simply streaming habits. Launching themed meals across the most-streamed film of 2025 amongst adults 18-49— was a calculated learn on the IP tradition increasing past the display.
Taco Bell’s World Chief Model Officer Taylor Montgomery said that 2026, would be the yr of the manufacturers that belong in tradition from those that simply promote by way of it. The winners will co-create with their followers, not simply market to them.
Main QSR IP Collaborations That Turned Quick Meals into Fan Moments in 2026: –
March 31: McDonald’s x Netflix KPop Demon Hunters Two dueling grownup meals, Ramyeon McShaker Fries, Hunter and Demon sauces, Derpy McFlurry with blackberry boba, and collectible photocards with QR codes unlocking unique digital content material.
April 13: Popeyes x One Piece (Toei Animation) Luffy Bento Bundle, Gum-Gum Fruit Lemonade, Chopper’s Cupcake with restricted collectible bento containers given to the primary 200 clients on launch day.
April 20: Starbucks x The Satan Wears Prada 2 4 character-inspired secret menu drinks reside within the Starbucks app — Miranda, Andy, Nigel, Emily. Starbucks additionally seems contained in the movie itself. NYC’s Empire State Constructing Reserve location supplied limited-edition copies of Runway Journal, turning the café right into a full fan vacation spot.
April 28: Burger King x The Mandalorian and Grogu BBQ Bounty Whopper, Grogu’s Blue Cookie Shake, Garlic Rooster Fries, Imperial Cheddar Ranch Tots, 4 collectible cups, and a Mandalorian paper crown — launched on Star Wars Day forward of the Might 22 theatrical launch.
Might 5: McDonald’s x Stranger Issues: Tales From ’85 Customized Upside Down Blissful Meal field, 12 collectible character toys launched two per week, exercise ebook, and a QR code launching an AR recreation the place gamers assist Eleven save a McDonald’s from a Demogorgon. Two new characters dropping weekly to drive repeat visits by way of the run.
June 19: Papa Johns x Disney Pixar’s Toy Story 5. This system contains Toy Story 5 private pizzas and dip cups, limited-edition collectibles, merchandise, immersive experiences and an in-app recreation in choose markets worldwide. Marketing campaign components will roll out by way of the top of July throughout key international markets. The marketing campaign will likely be supported by a 360 international media purchase, that includes a particular custom-animated spot produced by Pixar Animation.
