The Food Trucks at SXSW (and in Austin generally, but hey, we’re not Do512, we’re SXSW Baby!) provide a great experience and a wide range of flavors and tastes for visitors to the Texan capital. So while it’s like a great corporate sponsorship move for the golden arches, the appearance of a McDonalds Food Truck at SXSW this year has left me feeling a little bit… really?
Austin Eater is looking at the licence application, and it looks like our portable arches, with free wifi, will be at 313 Red River. Meanwhile McDonalds Chief Digital Officer has taken to Medium to explain the thinking. It’s a good read of the strategy:
As a business, we’re always putting our emphasis on the customer, and want to improve the SXSW experience for everyone. We’re planning to showcase how we’re using digital to enhance the consumer experience, and naturally add true value and reduce the inherent frictions for attendees that inevitably occur because of the event’s sheer size. The McDonald’s Lounge will feature our McCafé coffee brand, along with comfortable couches, Wi-Fi, charging stations and televisions streaming various sessions and events, and will be home to salon sessions, panels and hackathons. We’re focused on providing consumer convenience, including a “Fry-Fi” food truck offering attendees free Wi-Fi and McDonald’s World Famous Fries.
The question now is “is this SXSW”?