McDonald’s looks to ride the Grimace Effect if the New York Mets keep winning

McDonald’s (NYSE:MCD) is looking to make the most out of the post-season run of the New York Mets, with its Grimace character having a pop culture moment.

Grimace has been considered a good luck charm for the baseball club since the McDonald’s (MCD) character threw out the first pitch before a game in June when the team was struggling.

The restaurant operator has pushed the Grimace-Mets connection out on its social media accounts, NYC subway cars, and billboards. The New York Mets have also been using Grimace in the team’s Instagram posts, and even added a special purple seat at Citi Field to honor his special connection to Mets fans. Grimace has also been featured prominently in Times Square and rode the subway to watch Game 3 of the National League Division Series against the Phillies.

The “Grimace Effect” has moved the meter several times in the past with various McDonald’s (MCD) promotions and inspired the restaurant giant to develop a new small store format called CosMc’s, which is a reference to a McDonaldland mascot who appeared in advertisements in the late 1980s and early 1990s. The return of the CosMc character in 2023 followed the social media viral success with the Grimace Birthday Meal that led to widespread exposure for the brand in general. Analysts have noted several other Grimace promotions that have helped drive restaurant traffic in spurts.