Ever since McDonald’s Corp. relaunched its popular Monopoly game this past Monday, customers have likely been sizing up their odds to win a range of prizes — from free food to $1 million in cash.
But there’s likely another question on the minds of investors — namely, what does McDonald’s
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stand to gain itself? In particular, could the game, which is being offered for a limited time, lift the company’s fourth-quarter numbers?
Most Wall Street analysts are bullish about that prospect.
“I think it will help their sales trends,” said Mark Kalinowski, a veteran analyst who tracks the restaurant industry.
Kalinowski is projecting the McDonald’s fourth-quarter same-store sales in the U.S. will increase by 4%. He noted that’s in marked contrast to the first quarter of 2025, when same-store sales declined by 3.6%.
The Golden Arches version of Monopoly — the classic board game that’s now part of the Hasbro Inc.
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portfolio — lets customers earn game pieces with each purchase so they can work their way toward winning certain prizes (some prizes can be won instantly). After making its debut in 1987, the Monopoly game became a mainstay at McDonald’s for several years, returning at various points. But its last iteration in the U.S. was in 2016, a version dubbed “Money Monopoly.”
The decision to relaunch the game, which is reportedly costing as much as $40 million in terms of advertising alone, comes at a time when McDonald’s has faced challenges. Consumers have complained about higher prices for fast food in recent years, especially for a visit to McDonald’s. The chain has responded by offering new deals; most notably, it is rolling out $5 and $8 value meals.
But the Monopoly relaunch isn’t a savings-driven proposition, despite the opportunity to win prizes. Rather, it’s about creating buzz and excitement for the chain — in this case, by tapping into a popular promotion from the past, say analysts.