Happy Meals and Bonuses

In 1979, when McDonald’s introduced the Happy Meal, I, along with every other kid, was excited to go to McDonald’s all of a sudden. I was 9 years old back then and the McDonald’s on Jefferson Avenue in Detroit, which had formerly been an “okay” place to go for French fries suddenly became the place–somewhere I wanted to go. It had very little to do with the food. I was most interested in the prize that would be in the Happy Meal. I even remember that McDonald’s used to advertise on television the different Happy Meal prizes that they had. For example, there would be Barbie, The Little Mermaid, Hot Wheels, and so forth. These prizes would also generally be coordinated with various kid’s movies that were coming out from time to time. Incredibly, my two-year-old daughter now even prefers going to McDonald’s over other restaurants because she knows that when we order her a Happy Meal there will be a prize awaiting her. In addition, McDonald’s even offers mini outdoor playgrounds in many areas, which makes it even more appealing, especially after taking any kind of family road trip. The concept of the Happy Meal was and continues to be flat-out brilliant. When you think about it, all McDonald’s is really doing is putting some little knickknack they have mass produced inside of a cheap colorful cardboard box, and throwing a little hamburger and small fries into it. Nevertheless, this drives children to the restaurants, makes parents take their kids there, and also creates long-term brand loyalty in children, from which McDonald’s will be able to profit for years to come. All of this is possible simply because McDonald’s is offering a bonus or incentive, which is nothing other than a little toy or doll they have manufactured for a few cents out of China. One account I have read states that by 2003, the Happy Meal accounted for 20% of all meals that McDonald’s sold each year.* It should be [Read more]