Photo may have been deleted

McDonald's

McDonald's franchise owners are pushing back against a promotion featuring mumble rapper Travis Scott.

McDonald's launched the odd marketing partnership with the hip-hop star despite pushback from franchise owners who say his vulgar lyrics aren't appropriate for their family atmosphere.

Starting today, Sept. 8 through Oct. 4, McDonald's customers can order the "Travis Scott Meal" featuring a Quarter Pounder with bacon and lettuce, medium fries with barbecue sauce and a Sprite beverage with extra ice.

The company sat down with Scott to design the meal - which he says is his favorite.

A McDonald's promo campaign reads, "For $6, you can eat like Travis."

Photo may have been deleted

McDonald's

"This is the first time in nearly 30 years we've introduced a superstar's name to our menu," said Morgan Flatley, McDonald's U.S. chief marketing officer.

But the company's collaboration with the rapper has left some franchise owners baffled. They expressed their displeasure in emails and other forms of communication with McDonald's headquarters.

But one franchisee understands the company's desire to connect with Gen Z, young adults who aren't as brand loyal as their parents.

"I think [the corporate marketing team] did their homework," said Brent Upchurch, whose family owns and operates 30 McDonald's restaurants in Broward and Palm Beach counties in Florida.

WENN/Avalon

Scott has 32.3 million Instagram followers and 4.4 billion YouTube video views. The 28-year-old shares 2-year-old daughter Stormi with Kylie Jenner, 23.

Upchurch told the Sun-Sentinel Scott's social media influence alone is worth the hassle.

Scott "has a massive [social media] following. From that perspective, it makes all the sense in the world. I can't condone that language and those lyrics. But I think that's how the younger generation talks."