Samples from McDonald’s are utilized intelligently, serving as a marketing and engagement tool with end-users. This allowed consumers the ability to test hot or new items risk-free, which drove demand and sales of featured products. Using samples for marketing campaigns, events, or digital (the McDonald’s app—mmm) is also demonstrating customer loyalty and consistent relationships. Sampling also gives McDonald’s valuable feedback for improving the menu items.

Ultimately, McDonald’s samples do two huge public relations things: provide some customers the opportunity to try menu items, and protect and foster the chain’s initiatives of product differentiation from competitors, as well as its fast-food innovation footprint.