McDonald’s Lost Millions During 1984 Olympics Because of Their Special Offer That Backfired

After the Second World War ended, the USA and the USSR emerged as the two major superpowers of the world. The struggle between these two powers started a cold war that lasted for nearly half a century. While the two countries never declared war, sports became an unofficial battleground for the countries. Hence an epic Olympic rivalry ensued between America and the Soviet Union. During the 1984 Los Angeles Olympics, McDonald’s looked to cash in for an opportunity to make big bucks off of the rivalry between the two superpowers. 

The fast food giant ran a special offer that every time an American athlete won a medal, they would give out free food to customers with “game cards matching those events.” However, their special offer backfired due to an unforeseen move by the Soviet Union.

How a special offer turned into a costly mistake

Earlier today, the Twitter page UberFacts posted about how the world-renowned burger and fast food chain found themselves in a pickle during the 1984 Olympics. “McDonald’s ran a nationwide promotion offering free food every time a U.S. athlete won a medal,” informed the post. A New York Times report from August 10, 1984, provides further details about the promotion.

According to the New York Times article, Mcdonald’s had game cards for its customers with the slogan, “When the U.S. wins, you win.” A specific free item was associated with a specific medal. A gold was worth one Big Mac, while a silver was worth one serving of french fries. They gave away free sodas when an athlete won a bronze. However, the plan backfired when the USSR pulled out.

“The Soviet Union, the strongest team then, ended up boycotting the Olympics,” wrote UberFacts. The move ended up, “aiding the U.S. winning streak and costing McDonald’s more than anticipated.” UberFacts added. In fact, according to an SBNation article, it cost Mcdonald’s millions more than they had anticipated.

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At the 1984 Olympics, the USA won 175 medals, 83 of which were gold, which amounted to a “mindboggling” number of free Big Macs. However, one question remains. What motivated the Soviet Union to pull out? 

Why did the Soviet Union boycott the 1984 Olympics?

The 1980s was the final decade of the cold war, which ended in 1991 with the Soviet Union’s dissolution. However, in 1979, Soviet troops marched into Afghanistan, which didn’t sit well with the USA. President Jimmy Carter announced America would not participate in the then-upcoming Moscow Olympics.

Unable to participate in the 1980 Olympics, American athletes wanted to perform well against their rivals in their backyard. However, as a retaliation to the 1980 Olympics boycott by the USA, The Soviet Union boycotted the 1984 L.A. Olympics. While McDonald’s never formally announced how much money they lost in 1984, it was the last time they ran such a large scale promotional offer. 

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