In a bid to win back customers lost to inflation, fast-food chains such as McDonald's and Taco Bell are tapping into consumer nostalgia by reintroducing old menu favorites. McDonald's recently announced it is bringing back Snack Wraps, a popular item from the 2006 to 2016 period. The company, however, did not release a specific return date for the wraps.
This announcement rides the wave of previous similar moves by fast-food companies. Taco Bell, part of Yum! Brands, unveiled a "decades" menu, reintroducing one item per decade from its history since the 1960s. Burger King also brought back its Cini Minis, miniature cinnamon rolls that were discontinued in 2012.
Mentions on social media play a critical role in the revival of these discontinued items. For instance, Arby's parent, Inspire Brands, revealed that its "potato cakes," discontinued in 2021, were mentioned over 10,000 times on social media platforms. This prompted Arby's to bring back the item temporarily to its menu and even introduce a line of limited-edition merchandise to mark the occasion.
However, the practice of bringing back old favorites comes with its own set of challenges. As Krystine Batcho, a psychology professor at Syracuse University, points out, people's recollections of these items might not be accurate, leading to disappointment if the rebooted product doesn't match their memory.
Despite these hurdles, the trend of tapping into the nostalgia associated with fast food is growing. People often idealize the past, thinking it was better than the present, a sentiment especially strong with fast food, which is tied to childhood memories. Recognizing this, the industry has worked hard to associate their products with positive memories.
Moreover, the idea has also influenced fine dining. Chain, a pop-up restaurant in Los Angeles, has gained considerable attention for its upscale versions of fast-food classics, showing that the appeal of nostalgia transcends different sections of the food industry.