Mc Donald’s
Happy Meal
A Happy Meal is a kids’ meal usually sold at the American fast food restaurant chain McDonald’s since June 1979. A small toy or book is included with the food, both of which are usually contained in a red cardboard box with a yellow smiley face and the McDonald’s logo. The packaging and toy are frequently part of a marketing tie-in to an existing television series, film or toyline.
The Happy Meal contains a main item (a hamburger, cheeseburger or small serving of Chicken McNuggets), a side item (French fries, apple slices, a Go-Gurt tube or a salad in some areas) and a drink (milk, juice or a soft drink). The choice of items changes from country to country and may depend on the size of the restaurant. In some countries, the choices have been expanded to include items such as a grilled cheese sandwich (known as a “Fry Kid”), or more healthy options such as apple slices, a mini snack wrap, salads or pasta, as one or more of the options.
In 1977, St. Louis regional manager, Dick Brams began trying a new meal just for kids. He pitched his boxed idea to management, and two years later, McDonald’s rolled out its first circus-themed Happy Meal. The result: Happy Meals have become so essential to McDonald’s business and brand identity that 3 million Happy Meals are sold every day.
R&D CONTINUUM
Basic Research
McDonald’s likely conducts research into children’s eating habits, nutritional needs, and preferences. This research helps inform the development of Happy Meal offerings that appeal to children while also meeting nutritional guidelines and parental expectations.
Applied Research
Based on the insights gained from basic research, McDonald’s applies this knowledge to create Happy Meal menu options that incorporate popular items from their regular menu, adapted to suit children’s tastes and nutritional requirements. This may involve experimenting with different portion sizes, ingredients, and packaging designs.
Development
In this phase, McDonald’s works to refine the Happy Meal concept, developing specific menu items, packaging, and promotional materials. This could involve testing various food options, toy designs, and marketing strategies to ensure they resonate with the target audience of children and parents.
Testing and Validation
McDonald’s conducts testing to ensure that Happy Meal offerings meet quality, safety, and nutritional standards. This includes taste testing, nutritional analysis, and safety checks for food and toy components. Feedback from test markets or focus groups may also be incorporated to refine the Happy Meal experience.
Commercialization
Once Happy Meal offerings have been developed and validated, McDonald’s launches them into the market through its global network of restaurants. This involves training staff, implementing promotional campaigns, and ensuring consistent quality and presentation across locations.
Post-launch Support and Improvement
After the Happy Meal is available to customers, McDonald’s continues to monitor its performance and gather feedback from customers, franchisees, and stakeholders. This feedback informs ongoing improvements to the Happy Meal menu, packaging, and promotions to keep it fresh and appealing to children and families over time.
R&D LINK WITH BUSINESSES
STRATEGIC AlIGNMENT
Research and development activities are closely linked to McDonald’s strategic objectives, including sustainability and health. The evaluation framework ensures that R&D projects support these broader goals.
MARKET RESPONSIVENESS
Emphasizes the crucial role of R&D in addressing market trends and consumer needs. McDonald’s leverages its R&D capabilities to quickly adjust the Happy Meal to evolving consumer preferences, such as the growing demand for healthier options.
COMPETITIVE ADVANTAGE
Efficient R&D management gives a competitive advantage by setting the Happy Meal apart from competitors. Ongoing innovation keeps the Happy Meal distinct and appealing.
REFERENCES
Pandjaitan, D. R. H. (2016). Children Response to Co Branded Products (Survey on Bandar Lampung McDonalds Happy Meal Buyer).