Rapper Travis Scott's Quarter Pounder Is So Popular McDonald's Is ...

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Travis Scott is one of the most popular rappers in the world right now, as was roundly demonstrated by the success of his album Astroworld and the airwave ubiquity of its lead single “Sicko Mode.” But Scott’s influence extends well beyond the realm of rap, and his popularity, far from being confined to record sales and sold-out tour dates, is the basis for an entire cottage industry — a merchandising boom of galvanic force and extraordinary proportions. There is no question of Travis Scott being in demand. Whatever product has his name on it becomes, in an instant, impossible to find.

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His latest venture is a corporate collaboration of massive size and prestige: a meal at McDonald’s restaurants. The Travis Scott Meal comprises a Quarter Pounder with Cheese, french fries, and a large Sprite. The Quarter Pounder includes bacon and lettuce, and the fries come with barbecue sauce; the Sprite, as the McDonald’s site clarifies, is served “straight up.” Over the course of the roughly two weeks that it has been available in the United States, the Travis Scott Meal has been so hotly sought after that McDonald’s locations have been running out of ingredients and, in several cases, have sold out of Quarter Pounders entirely. This is a company that sells about two billion hamburgers every year. That’s how popular Travis Scott is — he’s got his name on a normal Quarter Pounder and he’s straining their supply.

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He has had this effect before, in different circumstances. Scott’s limited collaboration with Nike, the mocha-brown Air Jordan 1 Retro High Travis Scott, sold out in about three seconds flat, as, to be fair, most limited-edition Jordan sneakers do. But almost immediately, pairs of the Travis Scott Jordans were breaking price records at resale sites such as StockX, and a year and a half later, they are one of the most expensive sneakers you can buy anywhere — assuming you can even find them. A brand-new set in men’s size 9 will run you a staggering $2,500 on the resale market right now.

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Ur my hero!!!! Anyway If I can make ur day better makes me happy !!! Imma try to get something up there to u kiddo. ❤️❤️ https://t.co/uBeKERSmdl

— TRAVIS SCOTT (@trvisXX) September 9, 2020

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Of course, a hamburger is not the same as a pair of sneakers, and there’s something inherently ridiculous about the idea of a more or less ordinary Quarter Pounder with Cheese becoming a sales sensation among teens. But Scott — and McDonald’s, no less — is well-aware of the absurdity, and the joke of rushing off to the world’s most famous fast-food chain to buy a special-edition burger endorsed by a rapper is part of the whole appeal.

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Don’t get it wrong: the teenagers (and it is predominantly teens) flocking to McDonald’s know that this is basically just a regular Quarter Pounder. But it’s in the spirit of Scott’s fame for fans to chase the hype. 

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