American Astroworld rapper Travis Scott and fast-food chain McDonald’s released a collaboration last week. The new Travis Scott Meal rapidly became an Internet sensation.

Scott recently branched out of the music industry to create an artistic venture with Air Jordan. Now, fans can enjoy a glimpse of his life from the McDonald’s drive-thru.

At select locations in the United States, consumers are driving up to McDonald’s windows and saying phrases that are now infamous on all major social media platforms. 

“Cactus Jack sent me,” “I need me a Travy Patty,” and “You know why I’m here.” 

Any of these phrases prompt a six-dollar order that features a quarter-pounder with cheese and bacon, medium fries, a medium Sprite and McDonald’s barbecue sauce. 

Scott and McDonald’s announced their collaboration via Twitter on Sept. 3, stating “Travis Scott for McDonald’s.”

 The order quickly became popular on social media when users posted videos and photos of customers excitedly shouting at employees, followed by the sound of Scott’s song “Sicko Mode.” 

Casual listeners of Travis Scott may be confused by the excitement around a seemingly-standard order.

Travis Scott is the second celebrity since Michael Jordan in 1992 to have an order named after him. The 1992 “McJordan” featured the same quarter-pounder, medium fries, a drink and barbecue sauce. 

To some, the collaboration may seem like a way to lighten up a year with so much negative news. For others, this collaboration goes deeper than the fryer at your local McDonald’s chain. 

Debra Lavoy spent over two decades marketing companies including Open Text, TEDxMidAtlantic and Jostle Corporation. She said McDonald’s is not only attempting to recruit the next generation of customers but is also dissociating itself from the past.

“McDonald’s is the epitome of mass production and consistency,” Lavoy said. 

Lavoy said she believes McDonald’s will begin to attempt a rebrand—one that pushes away environmental and health concerns. She expects McDonald’s to welcome relevancy in the teenage market. She added that new menu items and an uplifting motto may be donned by the golden arches in the near future.

The collaboration between Travis Scott and McDonald’s is more than just a burger meal, according to Lavoy. She said it represents the future of how influential pop culture can be to a vast majority of consumers, listeners, and readers.

“At the end of the day, this is a fun collaboration. Travis is able to benefit financially, as well as merchandising the collaboration, whilst McDonald’s profits from Scott’s popularity and role model status, ” Lavoy added. 

Some fans said the popularity of the order comes from their emotional connection to Travis Scott’s work.

Ben Cooke, a fourth-year Carleton student studying criminology and law, said his music had been there for him in difficult periods of his life. He added that Scott creates music that reaches a wide variety of listeners. 

Cooke started listening to Travis Scott’s music about five years ago. Since then, Cooke said he has fallen in love with two of his songs.

“‘902100’ is a masterpiece that has great instrumentals and an astonishing flow,” Cooke said. “‘Beibs in the trap’ gets me hyped for every situation.”

Cooke added that because of Scott’s popularity, he believes that the collaboration is strictly a publicity stunt and is “quite funny.”

Gabriel Moussa is an Ottawa streetwear reseller and collector who began reselling in 2013. He said the meal’s popularity is a result of Scott’s fame from selling streetwear.

Scott recently collaborated with both Air Jordan and Nike. His concert merchandise sells for inflated prices and is often purchased on second-hand markets. 

“Travis has impacted the streetwear culture in such a significant way,” Moussa said.

Moussa added the Travis Scott Meal represents a shift in how celebrities market themselves. 

“From Fortnite to McDonald’s, [Travis Scott] has been all over the map and has created a whole new way of self-branding,” he said.

Featured image by Sara Mizan.

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