The Errors of Co-Branding
McDonald’s and Krispy Kreme meant well, but things didn’t go as planned.
Image: Shutterstock
When McDonald’s and Krispy Kreme teamed up to bring donuts to select McDonald’s locations, it seemed like a no-brainer. Two iconic American brands, each with a huge fanbase, should ensure tremendous appeal. Despite the initial buzz, the launch stumbled thanks to a series of marketing missteps, especially when it came to co-branding. Instead of a powerful partnership, the whole thing felt confusing and underwhelming.
One of the biggest problems? The two brands just didn’t mesh well. McDonald’s is all about fast, affordable food that’s consistent no matter where you go. Krispy Kreme, on the other hand, leans into indulgence, offering fresh, warm donuts that feel like a treat. The collaboration didn’t really bridge that gap. Instead of playing off each other’s strengths, the brands clashed.
A big part of Krispy Kreme’s appeal is the freshness factor, offering warm donuts straight from the oven. But at McDonald’s, customers were getting pre-packaged donuts that didn’t feel quite the same. For people expecting that fresh Krispy Kreme experience, it was a letdown. That hurt Krispy Kreme’s brand image and left fans disappointed. In any good co-branding effort, it’s important that both brands stay true to what they’re known for, and in this case, Krispy Kreme’s main selling point was sacrificed.
Then there was the marketing itself, which didn’t do the partnership any favors. There wasn’t a strong story around why this combination made sense or what it added to the customer experience. It felt like McDonald’s just added another item to the menu, rather than creating something special. Without a clear message or emotional hook, the campaign failed to make a lasting impression.
Another issue was internal competition. McDonald’s already sells pastries, including muffins, apple pies, and cinnamon rolls. Bringing in Krispy Kreme without adjusting or repositioning its own dessert options made things murky. Is McDonald’s a place for quick, affordable meals or indulgent, premium treats? That kind of confusion can hurt both offerings.
Viral marketing and social media buzz can make or break a product launch, but this one barely made a ripple. There weren’t any big online campaigns, influencers, or fun, shareable moments that could’ve kept the hype going. It felt like a missed opportunity to get people talking.
This launch is a good reminder that even strong brands can stumble if the partnership isn’t carefully thought out. The McDonald’s–Krispy Kreme collaboration had potential, but without a clear strategy, story, or brand alignment, it just didn’t deliver the magic it could have.
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