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McDonald's, rivals see diminishing appeal for kids meals

Purchases of children's fast-food meals falling off as dollar menus undercut pricing, accompanying toys tank

April 10, 2012|By Emily Bryson York, Chicago Tribune reporter

Parents who order a sandwich, fries and a drink from the dollar menu would likely have paid $3 until the end of March, compared with $3.39 to $4.49 for a Happy Meal at a downtown McDonald's. Prices may vary by region.

Recent changes at the fast-food giant, which created an "Extra Value Menu," have made such pairings more expensive. A four-piece order of chicken nuggets, small fries and chocolate milk cost $3.78 in downtown Chicago, compared with $3.89 for the most similar kids meal combination.

"I think there's a lot to the idea of 'Let's buy a big hamburger and cut it in half to share' because of the economic situation," said Barry Klein, a former McDonald's advertising executive who now works as a marketing consultant. He added that the 20-piece order of chicken nuggets, now offered on the Extra Value Menu for less than $5, would be ideal for a family to share.

Some parents move away from kids meals just to get more food.

Vandana Sharma, mother to sons Varun, 11, and Aayush, 8, said she stopped buying Happy Meals two years ago in favor of a la carte burgers and fries. A small fry is 2.5 ounces, compared with a 1-ounce portion in a kids meal, which also comes with a small side of apple slices.

"Before, they were only interested in the toy," she said, adding that the meal went straight into the trash. "Now at least they're eating."

Freelance writer Cheryl V. Jackson contributed.


Twitter @emilyyork