How McDonald’s Tapped into Their Purchasing Power

Parents know that children influence menu decisions when ordering take-out from a fast-food restaurant. For restaurant owners and franchise operators, the quest for a winning menu item that drives traffic and boosts sales. One of the most effective strategies, as exemplified by McDonald’s, is tapping into children’s decision-making power. Catering to the preferences and desires of younger customer base has proven to be a lucrative strategy.

This influence shapes menu decisions and drives sales. A brilliant example of this is the iconic McDonald’s Happy Meal, a product that has revolutionized the industry and demonstrated the immense value of catering to kids in a drive-thru menu.

The Happy Meal is not just a meal; it is a strategic tool that brings families to McDonald’s and keeps them coming back. By examining the history and success of the Happy Meal, restaurant owners can gain insights into how to influence young diners and, by extension, their parents.

The Happy Meal Revolution

The Happy Meal’s inception dates back to the late 1970s when McDonald’s sought a way to make their dining experience more appealing to families with children. The idea was simple yet ingenious – a meal designed specifically for kids, complete with a main item (like a burger or nuggets), a side (fries or apple slices), a drink, and a toy. This concept was pioneered by Yolanda Fernández de Cofiño in Guatemala. It was later adapted and popularized in the United States by Dick Brams, the McDonald’s marketing executive often credited with creating the Happy Meal as we know it today.

The first Happy Meal was introduced in the U.S. in June 1979. It featured a Circus Wagon theme and included a small hamburger or cheeseburger, fries, a soft drink, and a toy. The immediate success of the Happy Meal was a testament to the powerful appeal of combining food with fun. Children were drawn to the promise of a toy, making the meal more than just food—it became an experience. (Cash & McDowell, Business Insider)

Children’s Purchasing Power ShapesMenu Decisions

Children’s influence on family spending is profound. According to a recent poll of more than 900 American parents of children aged 18 and under, over half say their kids are very or somewhat influential in purchase categories such as eating out and takeout, groceries, vacation destinations, technology and entertainment. (Nguyen, YouGov)

Fast food is no exception. When children express a preference for a particular restaurant or meal, parents are often swayed by these preferences.

McDonald’s capitalized on this dynamic by consistently updating and marketing their Happy Meal to stay relevant to children’s interests. The inclusion of popular toys, often linked to current movies, TV shows, or cultural phenomena, keeps the Happy Meal in the spotlight. This strategy not only attracts kids but also ensures repeat visits, as children eagerly anticipate the next toy in the series.

The Gimmick of the Toy: A Powerful Marketing Tool

The toy included in a Happy Meal is a strategic marketing tool. Over the years, McDonald’s has partnered with major brands and franchises to include toys that resonate with current trends. From Disney characters to superheroes, the toys are designed to be collectible, driving kids to want the complete set and thus encouraging repeat purchases.

This approach has proven incredibly effective. During major promotions, such as those tied to blockbuster movies, sales of Happy Meals can skyrocket. The excitement generated by the toys not only drives sales but also creates a buzz around the brand. This buzz often extends beyond the fast-food experience, as children talk about their Happy Meal toys at school and with friends, creating a word-of-mouth marketing effect that is invaluable.

The Happy Meal’s Impact on the Restaurant Industry

The Happy Meal’s impact on the restaurant industry in the US is undeniable, with numerous examples showcasing its enduring influence. Following McDonald’s success, major franchises such as Burger King introduced their version of kids’ meals, known as “Kids Club Meals,” complete with toys and child-friendly menu options. This emulation of the Happy Meal model highlights its widespread adoption as a successful strategy within the fast-food sector.

Moreover, Happy Meal’s influence extends beyond fast-food chains. Casual dining restaurants and family-friendly establishments have also embraced the concept of kids’ menus paired with toys or interactive elements. For instance, restaurants like Chili’s Grill & Bar and Applebee’s offer dedicated kids’ menus with entertainment options like coloring sheets, games, or toys, mirroring the appeal of the Happy Meal experience.

Companies outside of traditional fast-food, such as cereal manufacturers and snack brands, have partnered with popular children’s franchises to offer promotional tie-ins like Happy Meal toys. This collaborative approach demonstrates how the Happy Meal model has influenced cross-industry marketing initiatives targeting young consumers.

The widespread adoption of kids’ meals with accompanying toys or interactive elements across various restaurant segments underscores the enduring impact of the Happy Meal on the US restaurant industry. Its influence continues to shape menu offerings, marketing strategies, and customer experiences.

Power of Digital Menu Boards for Kids’ Menu

Optimizing digital menu board technology to prominently display kids’ menu options can be a game-changer for drive-thrus. By integrating vibrant, engaging visuals and dynamic content specifically designed to capture children’s attention, restaurants can enhance the appeal of their offerings and streamline the decision-making process for families. Digital menu boards allow for flexibility in highlighting promotions, updating seasonal items, and showcasing popular kids’ meal toys or themes in real-time. This not only makes the ordering experience more efficient but also creates a visually stimulating environment that excites young customers.

From a strategic standpoint, the use of digital menu boards to highlight kids’ menus can increase order accuracy, reduce wait times, and ultimately boost sales. When children see their favorite characters or enticing meal options displayed clearly, they are more likely to influence their parents’ purchasing decisions, driving higher sales volumes. Additionally, the ability to quickly update content ensures that the menu remains fresh and relevant, aligning with current trends and popular culture, which keeps customers coming back.

This technological investment not only enhances customer satisfaction but also delivers a solid return on investment by increasing throughput and optimizing the overall drive-thru experience.

BSC Is Here to Help!

Business Sound & Communications offers menu boards and signages from leading manufacturers, providing a comprehensive solution for enhancing your drive-thru experience. From installation to ongoing service, BSC stands as your reliable technology resource, ensuring that your investment in digital menu boards not only elevates customer satisfaction but also drives profitability.

To know more, contact us here or call us at 281-590-3400. 

Works Cited

Cash, M., & McDowell, E. (2020). 16 photos that show how McDonald’s happy meal has evolved over the last 41 years. Retrieved from https://www.businessinsider.com/mcdonalds-happy-meal-history-photos-2019-4?IR=T

Nguyen, H. (2023). US: Measuring Kids’ influence on parents’ purchase decisions. Retrieved from https://business.yougov.com/content/46632-us-measuring-kids-influence-on-parents-purchase-decisions-poll