Is McDonald’s becoming a hangout spot once again?

There was a time when McDonald’s was the place to be. Hanging out meant heading to the house of the clown. Craving something cool to eat? A McDonald’s burger was the obvious choice. The best fries in town? Everyone knew where to go.

For an entire generation of millennials, the American QSR was a core childhood memory. Few things could rival a trip to McDonald’s and a photo next to the Ronald McDonald statue.

That is not to say it has vanished from memory, but in the past decade or so, plenty of alternatives have sprung up. Be it rival American QSRs, Indian chains, cafes or restaurants, the writing is on the wall. McDonald’s is no longer the automatic answer when deciding where to meet or hang out.

It appears the brand is aware of this, judging by its new 20-second online spot. Come for food, stay for the mood features a group of friends whose cancelled concert plans are salvaged by a visit to McDonald’s, where the food lifts their spirits and brings in the vibe.

Vibes are hard to quantify, but nostalgia is a powerful force, and McDonald’s is well placed to tap into it in India. There is a noticeable lack of accessible third places in the country.

Coffee shops are pricey, beers feel unaffordable when you glance at the menu, and public parks are often over-policed. In such a scenario, a McAloo Tikki with a side of Coke can feel like a small luxury.

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Earlier this year, in March, McDonald’s introduced a Korean-inspired menu in its West and South India markets, catering to the taste buds of aspirational young Indians. It is a clear attempt to attract younger crowds.

If McDonald’s turns up the nostalgia factor while keeping its menu fresh, perhaps more people will start seeing it as a go-to place to relax, socialise and unwind. Could McDonald’s become India’s favourite third place once again?