One effective way to drive short-term revenue - especially when immediate income is more important than long-term profit - is to run a sales promotion. This might include price discounts or multi-buy offers. While these can boost sales temporarily, they erode margins and rarely deliver lasting benefits for established brands.

A smarter alternative is a themed promotion that captures the audience’s imagination. A prime example is McDonald’s Monopoly, which has been running since 1987. Stickers placed on select menu items can be peeled to reveal instant-win prizes or collectible Monopoly property sets. Customers try to complete colour sets for a chance to win high-value prizes like cash, cars, or vacations.

The promotion works because it's simple, familiar, and more fun than a straightforward discount. It taps into powerful psychological triggers such as scarcity, urgency, chance, the near-miss effect, and collectability. In October 2011, McDonald’s reported a 5.5% increase in U.S. same-store sales during the promotion, with similar lifts globally.

Now active in over 20 countries, typically for 4-6 weeks each year, Monopoly has become a highly anticipated event. Its consistent success makes it one of the most effective marketing campaigns in fast-food history.

References:
Basic facts.
Sales uplifts in 2008 and 2011.