OAK BROOK, IL, (March 18,
2004) — Inspired by McDonald’s “i’m lovin’ it™”
global brand campaign, the company will roll out several new
enhancements to its worldwide Happy Meal program in 2004 tied
to the celebration of the icon product’s 25th anniversary.
The new Happy Meal program will focus on the total dining
experience for customers, including expanded menu choice, a
new global package design, and a number of innovative
restaurant offerings for moms.
“The enhancements we are
making to our Happy Meal program reflect our ongoing effort to
keep our brand fresh, relevant and in sync with the needs of
today’s customers, in this case moms and kids,” said Larry
Light, McDonald’s Executive Vice President and Global Chief
Marketing Officer. “Our goal is to make the Happy Meal
experience even happier – a fun and pleasurable moment for
kids and moms to enjoy, with greater menu choice and options.
We pioneered the Happy Meal concept 25 years ago and we’re
taking the lead again with this innovative, new approach.”
Menu Choice
More menu choice and variety will be offered as part of the
new Happy Meal Experience around the world. Options vary by
country and include:
- Fruit cups in Italy
- Kid-sized bottled mineral
water and Dannon low-fat yogurt in Spain
- Toasted cheese and tomato
sandwiches and sultanas (raisins) in Australia
- McFruit drinks and yogurt
in Brazil
- Organic milk in the United
Kingdom
- Fish McDippers in Japan
- Yogurt smoothies and
flavored water in France
- Grilled cheese sandwiches
in Canada
- Milk and orange juice in
Mexico
- Dannon yogurt, apples,
Nesquik cereal bars, and mini apricot pies in Romania
- One-percent milk and Apple
Dippers in the United States
- A variety of fruit,
chicken, and yogurt products in markets around the world
“We know the importance moms
place on making the right food choices for herself and her
children,” said Light. “As part of this initiative, we
will offer customers the ability to choose from selected items
as alternatives to traditional Happy Meal offerings.”
Packaging
Bold, new graphics and a fresh, modern look highlight
McDonald’s new global Happy Meal packaging, which will roll
out to McDonald’s countries worldwide beginning this month.
The new design depicts children doing things they enjoy –
playing sports and having fun with friends – and is part of
McDonald’s global packaging effort, which launched in
December 2003.
Created by Boxer, a firm
headquartered in Birmingham, England, the new Happy Meal
graphics feature puzzles, games and other interactive
activities to add value and entertainment to the overall Happy
Meal Experience for kids. For moms, there are fun treats that
will add to the restaurant experience such as special
“mini-magazines” covering fashion, music, and other topics
she enjoys.
More For Mom
Through a variety of new initiatives in development, mom will
know that McDonald’s values her business – and her time.
Among the new features for McDonald’s moms being explored by
select countries worldwide are:
- Restaurant
Greeters – Approachable, friendly crew who
welcome families and offer assistance in the restaurants
(China and Lebanon)
- Mom’s Helpers
– Specially-trained staff who will assist
moms and help supervise children (Italy and the
Netherlands)
- Mom’s Corner –
Special areas where moms can relax while watching their
children (Mexico, Lebanon and Romania)
- Mom’s Parking
– Special parking for moms to make their
dining experience easier (Canada and New Zealand)
- Special
Amenities – In select restaurants, the
United Kingdom will provide magazines for moms, coloring
materials for kids and birthday parties as part of their
new Happy Meal Experience.
McDonald’s new Happy Meal
Experience will be phased into McDonald’s restaurants around
the world throughout 2004. Each country will customize the
program to fit customer needs and lifestyles. All restaurants
will feature the new packaging by the end of the year.
“The new Happy Meal
Experience is part of our Rolling Energy global marketing
calendar, which unites our countries behind key efforts to
support our icon products and major initiatives,” said
Light. “By leveraging our resources, talent and
infrastructure in this way, we can deliver an outstanding
restaurant experience to our customers worldwide.”
The Happy Meal first became
available on McDonald’s menu in 1979 and featured a toy
called “Circus Wagon.” The product was designed to look
like a toy box with a round top like a lunch box.
McDonald's is the world's
leading food service retailer with more than 30,000 local
McDonald's restaurants serving 47 million customers each day
in more than 100 countries. More than 70 percent of McDonald's
restaurants around the world are owned and operated by
independent, local businessmen and women.
