In McDonald's vs Kids, Guess Who's Ahead
Brian Klepper
Here's news to warm the heart of every fast food executive, but that, if the world were a sensible place, should jolt parents, school administrators and non-food industry business leaders out of their nutritional malaise. The New York Times reported this morning on a small sample taste test with 63 children ages 3-5. When presented with different foods - hamburgers, chicken nuggets, french fries, carrots - the kids invariably thought the ones in McDonald's packaging tasted better.
Naturally, the McDonald's people were thrilled, and at the ready with corporate spin. The goal, you see, is to have kids associate good tasting foods with McDonald's, and then McDonald's will gradually introduce foods that aren't so terrible for them. Clever, huh? From the article:
Walt Riker, a McDonald’s vice president, said in an e-mail message that “this is an important study and McDonald’s has been actively addressing it for quite some time.
“In fact,” he said, “McDonald’s own ‘branding’ of milk, apples, salads, and other fruits and vegetables has directly resulted in major increases in the purchases of these menu items by moms, families and children.”
This seems like a good time to address people who insist that, if kids are raised right, then they'll make responsible choices. I hope its doesn't rain on your philosophical parade, but so far, it looks like the safe bet is on the people with advertising dollars and the sophisticated techniques for persuasion. McDonald's is winning. Our children are losing.
The Doctor Weighs In
in Brian Klepper, PhD, Dietary fat, Food packaging, Food policy, Food politics, Healthy behaviors, Healthy eating, Junk food, TDWI, The Doctor Weighs In
|
2 Comments
View Printer Friendly Version
Email Article to Friend
Reader Comments (2)
Would a McDonald's branded apple be yummier? Cost the same? Be of better quality?
Watch a child eat the "healthy choice" Apple dippers" and try not to cringe as a formerly natural food becomes a delivery tool for sugar. ... the Apple Dipper caramel sauce, which is packaged separately, has nine grams of sugar, one-quarter of the total recommended daily limit under new guidelines of Department of Agriculture.
Some in McDonalds wantedwanted to sell apple slices without the sugary dipping sauce. But because McDonald's insists that all new products get a clear thumbs-up from more than 70 percent of its test customers, dipless apples did not make the cut.
Why not? McDonalds is a place ot go have a treat. And a treat includes lots of sugar, and most will say, 'I'll take fries with that." NO matter how beautiful, fresh and crisp the fresh fruit or vegetable - the processed, packaged, profit-ready, well-advertised, branded option will beat it out every time. Can you blame the kids who are so persuaded?