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McDonald’s Tries to Draw in Gen Z With Breakfast Sandwich Rave in LA

The 6 a.m. party kicks off on Thursday

McDonald’s breakfast stack
A McDonald’s Breakfast Stack sandwich
Farley Elliott is the Senior Editor at Eater LA and the author of Los Angeles Street Food: A History From Tamaleros to Taco Trucks. He covers restaurants in every form, from breaking news to the culture, people, and history that surrounds LA's dining landscape.

McDonald’s is keen to capture the millennial and the even younger Generation Z breakfast market, apparently, as the company confirmed with Eater plans to host a morning dance party at 6 a.m. in Downtown Los Angeles on Thursday. The free event features music by DJ Manila Killa, and is open to the public.

That’s right: A free weekday dance party for 450 people, all based around McDonald’s breakfast.

The so-called Rise N’ Rave first popped up on several dance and EDM music sites this week, advertising itself as a free-to-the-public party for anyone over 18. However, potential daytime dancers who arrive with a receipt showing purchase of one of McDonald’s newer Triple Breakfast Stack sandwiches will be given priority access and, allegedly, space inside a VIP area that may also include some swag.

Of course, this is far from the first time a brand has tried to appeal to a younger demographic using food and live events. A series of one-off pop-ups and faux “museums” have been using variations on the long-held advertising tactic since forever, most notably Netflix and its Gilmore Girls coffee shops across the country. A while back the NHL even got in on the action by hosting a recreation of a fake hockey-themed restaurant from the Wayne’s World universe.

The free Rise N’ Rave McDonald’s event goes down on Thursday morning from 6 a.m. to 8 a.m. at the Globe Theater on Broadway. Interested potential attendees can also RSVP on Facebook.