The news: McDonald’s is betting on a Chicken Big Mac to win back customers and attract younger audiences. The limited-time offer will be available starting October 10 at participating US restaurants, while supplies last.

The opportunity: McDonald’s sees the Chicken Big Mac as a chance to reach “a whole new generation of fans,” per chief marketing and customer experience officer Tariq Hassan—an opportunity it’s fully intent on pursuing with a marketing blitz that references dupe culture, livestreaming, and other Gen Z cultural touchstones.

• The QSR served the sandwich at a pop-up experience in Los Angeles, “McDonnell’s,” meant to represent a McDonald’s dupe.