The Dutch are known for being thrifty and having no qualms when it comes to splitting the bill. In 2023, over 6.6 million euros was settled through Tikkie (a Dutch payment request app), with five Tikkies being sent every second. This isn’t without some friction: sending payment requests for small amounts can sometimes cause discomfort and, in some cases, can lead to friendships ending or a second date being out of the question. McDonald’s Netherlands now offers the perfect solution to make these small requests less awkward by introducing Maccie; McDonald’s very own payment request system.
Maccie, available in the McDonald’s App in The Netherlands, is easy to use: you enter the amount that a friend owes you in the McDonald’s App, and you’re immediately presented with delicious treat options like a Cheeseburger or McNuggets. Your craving is transformed into a request to share with your friends via WhatsApp. Before you know it, you’ve got a tasty new date.
The concept of sending payment requests isn’t unique to the Netherlands. Many countries have their own versions of these systems. In the US, Zelle, Venmo, and CashApp are popular solutions, while in the UK, PayPal is widely used. The practice of 'going Dutch' has gone global, with people everywhere embracing the convenience of splitting bills and sharing expenses.
Stijn Mentrop-Huliselan, CMO McDonald’s Netherlands: "Affordability is a key concern for Gen-Z. We also heard that sending a payment request for less than 5 euros can make you seem quite stingy. That's why we're introducing a treat request: Maccie!"
Maccie, developed with creative agencies TBWA\NEBOKO and TBWA\X, has been live in the McDonald’s App since June 18. To celebrate the launch, De Bankzitters, a popular Dutch music group and YouTube channel with nearly a million subscribers, created a catchy song and music video about Maccie. Known for their humorous and relatable content centered around everyday life and youth culture, De Bankzitters produced an episode that perfectly fits the context and culture, culminating in a hit song. Their involvement adds a fun and engaging element to the campaign, connecting with a younger audience and spreading the word about Maccie in an entertaining way.
Watch the video here (in Dutch).
