Split bills. Aaargh!! Sure, they’re flooding the world, especially now that money’s tight and generous gestures are often out of the question.   The Dutch have always been known for being thrifty. Splitting the bill has always thrived there. In 2023, over 6.6 million euros were settled through Tikkie (a Dutch payment request app), with five Tikkies being sent every second. Still. It doesn’t always go smoothly there either. Sending payment requests for small amounts can even kill friendships or make a second date out of the question.

McDonald’s Netherlands, TBWA\NEBOKO and TBWA\X have come to the rescue. McDonald’s has introduced the Maccie, its very own payment request system – a request for a treat, instead of a payment.

Maccie is available in the McDonald’s App in The Netherlands. It’s easy to use. You enter the amount that a friend owes you in the McDonald’s App, it is translated into a treat such as a Cheeseburger or McNuggets and you send the request via WhatsApp.

Stijn Mentrop-Huliselan, chief marketing officer, McDonald’s Netherlands, commented, “Affordability is a key concern for Gen-Z. We also heard that sending a payment request for less than 5 euros can make you seem quite stingy. That’s why we’re introducing a treat request: Maccie.”

Maccie has been live in the McDonald’s App since June 18. To celebrate the launch, De Bankzitters, a popular Dutch music group and YouTube channel with nearly a million subscribers, created a catchy song and music video about Maccie. Known for their humorous and relatable content centered around everyday life and youth culture, De Bankzitters produced an episode that perfectly fits the context and culture, culminating in a hit song – connecting with McDonald’s young audience and spreading the word about Maccie in an entertaining way.

Credits
Client: McDonald’s Netherlands
Agency: TBWA\NEBOKO & TBWA\X
Production: MAKE
App: TBWA\X & 51North
Music: De Bankzitters