Has McDonald’s Grown Up Or Have The Customers?

Phoebe Hobson

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Ronald McDonald, Happy Meals and palm-sized toys is what you expect when you walk through those sliding doors into the world’s biggest fast food establishment.

The Nostalgia Of McDonald’s

McDonald’s is the home of childhood memories for many generations. It’s a hotspot for children to have some fun, some food, and it’s all inside their Happy Meal. Although it popularised the American diner restaurant — especially in the UK, where it changed fast food forever — McDonald’s adapted their design to appeal to children. The chain has known the power of marketing to kids since the 1970s, when the first Happy Meal was introduced.

“However, the prime target of McDonald’s are the same children — but all grown up.”

What more could a youngster ask for a quick trip out for a cheeseburger, chips and a free toy, all packed in a vibrant box. McDonald’s interior is brightly coloured. Their buildings are packed with play areas and fronted by a friendly clown mascot. It keeps the parents happy too, as the restaurants are cheap and cheerful.

Has Fast Food All Grown Up?

But all this seems like a distant memory. McDonalds might have been a hit for youths through the nineties and naughties. The fast food chain is still a source of nostalgia for people who grew up during those periods.

However, the prime target of McDonald’s are the same children — but all grown up. Far from Happy Meals and playgrounds, the fast food chain now primarily targets adults.

Ronald McDonald was officially retired as the brand mascot in 2016. This was partially due to pressure from public interest groups, concerns over marketing to children, and the moral panic over ‘scary clowns’. PlayPlaces are rarely included in new McDonalds and have even been removed from established ones.

Offers are now accessed through phone apps and most restaurants only allow payment through cards, not cash. The price for a standard meal is now ten pounds when it used to be five, making it unaccessible for kids with pocket money. And, rather than a bright red and yellow funhouse, McDonald’s are usually grey or dark green.

What Happened To McDonald’s?

So, why is Maccy D’s no longer that fun fast-food place?

It could be due to the fact that the children’s menu has fewer options, especially compared to other fast food restaurants. Rising interest in nutrition means parents are looking to healthier options, which can be bought over the counter just as quickly as fries and cheeseburgers. The increase in competition, especially other cultures and cuisines being available in fast food, makes it impossible for McDonalds to cater just to kids.

McDonald’s is now considered a restaurant, rather than a playground, and has added features for adults. One example is being able to order from your phone and have food brought to your table, which is the exact opposite of the counter service that initially appealed to McDonald’s customers.

“But it can also be argued that McDonalds has always been chasing adult audiences.”

Overseas, America has made it their mission to prove that McDonald’s is for adults. This isn’t only due to the excessive portion sizes. The US is the home of the Adult Happy Meal, as they partnered with American entertainer Kerwin Frost to create the box of dreams. People have been going crazy for this new collaboration, with other countries hoping the new deal will make its way to them too.

Laws regarding advertising to children has also grown stricter in the 21st century. As a result, McDonalds has faced legal issues repeatedly for their marketing, meaning they can’t directly target children.

The Future Of McDonald’s

It’s interesting to think where the food chain will be in ten years time.

But it can also be argued that McDonalds has always been chasing adult audiences, even though it wasn’t obvious. Mum and Dad have always been the ones paying for Happy Meals, regardless of who eats them. They’re the ones who decide to drive to McDonald’s. Play places might be more enjoyable for the parents than the kids, since they take the heat off having to entertain every minute of the day.

Next time you’re at McDonalds, reminiscing about the red-haired clown that used to meet you at the door, remember: it’s always been a matter of successful marketing.

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Featured image courtesy of Jurij Kenda on Unsplash. No changes made to this image. Image licence found here.