This is, according to industry site Burger Business, the first time that the company has marketed a family meal box in the United States, but not the first time that they’ve tried it in general. They’ve tried family-size meal boxes in the Czech Republic and Australia, a two-person “Mates Box” in Australia, and a family-size breakfast box in Malaysia.
The company says that the box is a local promotion that has to do with McDonalds’ sponsorship of the Kansas City Chiefs. They’re not admitting whether it’s a test of a potential permanent menu item, but that would definitely make sense. A box meal offers the same benefits as a combo…just more of it. It gives customers a discount off the sticker price of the items, that’s true, but also locks customers in to the purchase of high-profit but optional items like fries and soft drinks.
McDonald’s Blitz Box Tests Multi-Meals [Burger Business]