McDonald’s Gets Even More Involved in Literacy

It’s been an interesting few years for McDonald’s. It has had problems with franchisees, a very expanded menu for a fast-food chain, and those who are pushing for healthier food. And all of this time, the firm has worked hard to improve its image as the world’s leading fast-food company.
As part of its healthier choices for kids, a few years ago to McDonald’s added a piece of fruit to its Happy Meals box. And in 2013, McDonald’s began distributing Happy Meals Books:
“Ensuring children have access to books has proven instrumental in combating illiteracy in children in the United States. Studies prove the simple act of reading a book to a child at bedtime has a direct impact on his or her educational growth and potential. To help fill this critical need, McDonald’s began distributing Happy Meal Books in 2013 and, by the end of this year, will have distributed more than 50 million books to children — enough to provide a book to every child in America under the age of 12.”
As the firm announced on Twitter:
 
AND, from February 2 through February 2016, it will be offering a book instead of a toy with Happy Meals.
Samantha Grossman reports for Time that:
“Trying to get your kids to read more? You might want to take them to McDonald’s, where they’ll get a book instead of a toy in their Happy Meals, now through Feb. 15.”
“According to the Los Angeles Times, McDonald’s is including four different books. Three of them are Valentine’s Day themed: Clark the Shark Takes HeartHappy Valentine’s Day, Mouse!, and Pete the Cat: Valentine’s Day Is Cool. The fourth book is the classic Paddington.”
“This is the third time the fast-food chain has served miniature paperbacks instead of plastic toys in its Happy Meals.”

 

 

This entry was posted in Part 1: Overview/Planning, Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 6: Merchandise Management and Pricing, Part 7: Communicating with the Customer and tagged , , , , , , , , , , . Bookmark the permalink.

One Response to McDonald’s Gets Even More Involved in Literacy

  1. Pingback: McDonald's Gets Even More Involved in Literacy ...

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s