But the mini horror films inspired people to buy shakes . And thanks to Grimace’s grim influence, sales in the second quarter spiked. In the United States, sales at McDonald’s locations open for at least 13 months jumped 10.3% in the quarter ending on June 30. Grimace’s birthday, and the kickoff date for the special meal and shake McDonald’s offered to celebrate, was on June 12.
And as part of the celebration McDonald’s also launched a video game and Grimace merchandise. “Grimace’s Birthday is all about paying homage to the amazing, fun moments we all share,” Tariq Hassan, chief marketing and customer experience officer at McDonald’s USA, said in a statement about the occasion. “Grimace is the perfect lovable icon to have McDonald’s meet our fans at the intersection of nostalgia and culture.