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McDonald’s “midnight drop” on social media heralding the rebirth of its elusive Szechuan Sauce this morning serves as a test of the brand’s other secret sauce: its social media and loyalty marketing strategy.
The last time fans could get McDonald’s version of the peppery and tangy flavoring was in 2018. But showing up at the drive-thru or in line won’t be enough to get the McNuggets condiment this time around. The only way consumers can order Szechuan Sauce during this “limited time promotion” is via the fast-food chain’s branded mobile app (which, of course, allows for home delivery or pick-up at a McDonald’s drive-thru or walk-in at the counter).