McDonald’s offers McFish pickup by appointment only – 02/17/2024 – Market

“Dear customers, the return of McFish was a success and, as a result, some restaurants no longer have the product. If you purchased in pre-sale, we suggest that you collect your product at the restaurant where you purchased it. If you have difficulty redeeming your voucher, remain in service, and we will help you.”

This is what the recording from McDonald’s SAC (Citizen Assistance Service) says, immediately after the call was made. The promotional action ends this Sunday (18), and even those who bought the McFish in pre-sale face difficulties getting their hands on the sandwich.

In recent days, McDonald’s has given customers two options: go to the nearest unit with the sandwich still in stock, indicated by SAC, or receive a refund for the purchase within 30 days. Anyone who chooses to pick up McFish must, by Sunday, make an appointment at the indicated restaurant and look for the store manager at the counter.

Figuring out which unit will still be able to fulfill orders hasn’t been easy either. The report from Sheet remained on a call with SAC for 46 minutes, but the call dropped before service was provided.

The fast-food chain has faced a tide of criticism from customers who tried to buy the breaded fish sandwich, relaunched for a limited time on February 6, and were unable to do so.

“It was my favorite McDonald’s snack until it stopped being sold. I only ate it. When the news came that it was going to return, I hallucinated and thought it would satisfy my longing,” said graphic designer Chrisley Peres, 43, who still hasn’t managed to eat the pre-order sandwich.

“My friends even laughed in my face for pre-ordering it, but I really liked it and wanted to make sure I didn’t lose it. And I lost it anyway.”

Peres’ husband tried to get the sandwich last Friday (16), still within the campaign deadline. Upon arriving at the store chosen for collection, in Praça Panamericana, west of São Paulo, the attendants indicated the Jaguaré unit, which would have the product.

As it was further away than expected, he preferred to exchange the sandwich for a McChicken, using the same voucher purchased by his wife.

The exchange, according to the fast-food chain’s press office, is not standard procedure, although there are complaints on social media from those who bought the McFish and received another snack instead.

Chrisley claims to have felt injured by the substitution. “I made the pre-sale purchase, believing that McDonald’s would have counted this number of sandwiches in the pre-sale to guarantee a snack for those who had already paid,” she said.

She turned to social media. A representative from the chain contacted her and suggested that she go to the Villa Lobos shopping mall, also in the west zone, to pick up the sandwich by appointment.

“The service, in general, was very attentive, even [pela reclamação] been posted on a social network, and that causes a fire [na imagem do McDonald’s]. They guaranteed my lunch, at least, and without additional costs, since the voucher has already been used. Let’s see tomorrow. I don’t want to eat McDonald’s two days in a row.”

When contacted, McDonald’s maintained the same position sent to Sheet on Tuesday, and stated that the delay in SAC responding to the report was “punctual” and “only occurred this Saturday”.

According to the note, overall sales were greater than anticipated, “which resulted in the depletion of stocks in restaurants across the country, mainly in São Paulo.”

The company says it will honor sales made. “To this end, the team is working to assist consumers via SAC (telephone and email) or social networks, directing consumers on where to find the product that must be collected by 18/02 in the restaurants where it was reserved.”

Were you affected by McFish’s ‘disappearance’? know your rights

The lack of the product offered violates the Consumer Protection Code, say lawyers.

Maria Inês Dolci, specialist in consumer law and columnist for Sheetstates that the company cannot advertise a product as available and not have it in stock, which violates article 35 of the code, and can have legal consequences.

Lawyer Gabriel de Britto Silva, legal director of Ibraci (Brazilian Institute of Citizenship), says that the situation can be classified as misleading advertising, a practice considered abusive.

“It is clear that the offer has not been complied with. When there is an offer and there is no fulfillment, there is the possibility that the consumer who feels aggrieved will make the supplier fulfill it, even through legal action.”

The McFish was removed from the menu in 2019, after an analysis of the chain’s portfolio in Brazil indicated that the effort to maintain it was greater than the demand for the sandwich. At the time, the Big Mac, McDonald’s flagship, sold more than 400 units per day, in a single restaurant, and the McFish, four.

The preparation of the sandwich was more complex than others. The fish used in the preparation came from Alaska, and each burger was fried to order. Furthermore, in the original recipe, only half a slice of cheese was used, which could create waste on slow days.

But, as soon as it was discontinued, the McFish joined the chain’s list of burgers that became famous not just for their flavor, but for their nostalgia. An Instagram page, @voltamcfish, was even created to ask for the return of the sandwich.

The return campaign began in October 2023, when official McDonald’s profiles began to interact with publications calling for the sandwich’s return. Then, there was an insertion in the trailer for the film Aquaman 2 and, in January of this year, pre-sales began, as well as advertising on open TV.