Scarcity close

The pattern

This commercial ad is filed under Scarcity close.

Define

A real limit (time, units, seats, eligibility) that makes delay cost something.

Mechanism

Loss of option. The close is the disappearing chance, not a louder adjective. Fake scarcity is a different and worse pattern.

Verdict

The limit is true

Why it works

The price is the badge: a large 1 with ريال فقط sits on the cup, so the reader sees the price before any copy. The window is dated, 14 to 19 September, and each day ends at 12 noon, so the deal belongs to the morning coffee and cannot wait for the afternoon. The line العرض متوفر على تطبيق ماكدونالدز فقط shows the real goal: moving coffee orders into the app.

The big idea

McCafé coffee for one riyal, only in the McDonald's app and only until noon, on a few dated days in September.

The offer

McCafé coffee for 1 riyal, 14 to 19 September, until 12 noon, on the McDonald's app only. Western and Southern regions only; terms and conditions apply.

Lines from the ad

قهوتك بريال

Your coffee for a riyal

العرض متوفر على تطبيق ماكدونالدز فقط حتى الساعة 12 ظهراً

Offer available on the McDonald's app only, until 12 noon

من 14 حتى 19 سبتمبر

From 14 to 19 September

Steal this when

Use when an everyday item can drop to a token price for a short, dated window to pull orders into one channel.