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Kiirteenindusketid lasevad lastele söögimänguasju

Kiirteenindusketid lasevad lastele söögimänguasju



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Lapsed ei näe alates neljapäevast enamikus San Francisco kiirtoidurestoranides mänguasju koos laste einetega.

McDonald’s ja Burger King ütlesid kolmapäeval, et lõpetavad mänguasjade automaatse lisamise laste toidule, et järgida 1. detsembril jõustuvat uut linnamäärust.

Selle asemel ütlesid mõlemad ketid, et mänguasju müüakse eraldi 10 sendi eest koos lasteeine ostmisega.

McDonald'si ametnikud ütlesid kolmapäeval, et see samm on vastuseks San Francisco tervisliku toitumise seadusandlusele, mis nõuab, et spetsiaalselt lastele turustatavad toidud vastaksid teatud toitumisstandarditele, kui need sisaldavad tasuta mänguasja. McDonald’sil on Bay Area linnas 19 asukohta.

McDonald’s ja teised kiirtoiduketid on aastaid olnud mängu all mänguasjade kasutamise ja lastele turustamise tõttu, mis kriitikute sõnul meelitab lapsi tegema halbu toiduvalikuid.

Riigi nr 1 burgerikett võitleb Californias kohtuasjaga, mille on esitanud tervisekaitsjad, kes väidavad, et McDonaldsi mänguasjade pakkumine on aidanud kaasa laste rasvumise suurenemisele.

Selle aasta alguses muutis McDonald’s oma rõõmsaid eineid, et parandada nende toitumisprofiili.

Uus versioon, mis sisaldab väiksemat osa friikartulitest, õunaviiludest ja piimavõimalusest, on kasutusele võetud keti 14 000 USA asukohas ning on kasutusel sellistes osariikides nagu California ja New York, aga ka suuremates linnades riik. Ametnikud ütlevad, et kasutuselevõtt toimub kogu süsteemis 2012. aasta märtsiks.

Kuigi mõnes uue õnneliku eine variatsioonis on vähem kui 600 kalorit-mis vastab San Francisco määruse ühele komponendile-ei sisalda laste söögikord ikka poolt tassi puuvilju ja pool tassi köögivilju, ütles McDonald'si USA pressiesindaja Danya Proud.

"Me lisame puuvilju, kuid see on umbes veerand tassi," ütles ta.

San Franciscos mänguasjade müügist saadav tulu läheb San Franciscos asuva Ronald McDonaldi maja toetuseks, kus pered saavad koos jääda, kui lapsi ravitakse vähiga.

"Usume, et see on parim võimalus seadusi järgida ja kliendid ütlevad meile, mida nad tahavad," ütles Proud. "Meie jaoks on see rohkem seotud õnnelike einete üldiste muudatustega."


McDonald's, konkurendid näevad laste söögikordade vähenemist

Julie Oellingi 6-aastane tütar Zoe hakkas paluma minna McDonald'sisse Happy Meal mänguasjade järele, kui ta kaks aastat tagasi eelkooli hakkas.

"Kui ta oli 4 -aastane, oli see suur asi, mida teha, aga kui ta sai 5 -aastaseks, siis see vähenes," ütles Oelling ja lisas, et tütre viimasest taotlusest on möödas umbes kuus kuud. "Ma isegi ütleksin, et ta hakkab sellest nüüd välja kasvama, olenevalt mänguasjast."

Pikka aega kujutatud lapsepõlves rasvumise võtmetähtsusega tegurina võivad laste kiirtoidutoidud kaotada oma atraktiivsuse noorte-ja mis veelgi tähtsam-nende vanemate vastu. Dollarimenüüde ilmumine restoranide hulgas on andnud hinnateadlikele vanematele tugeva stiimuli valida a la carte burger või friikartulid, selle asemel et lasteeine eest ligi 4 dollarit koguda.

Tööstuse vaatlejad ütlevad ka, et iga söögikorraga serveeritud mänguasjad ei köida vanemate laste tähelepanu, samas kui teised lisavad, et lapsed lihtsalt vananevad söögikordadest varem, kuna nad muutuvad tehnoloogiliselt taiplikumaks.

NPD Groupi andmetel on alates 2007. aastast igal aastal vähenenud kiirtoidurestoranide külastused, kus osteti lastele eineid, langedes 2011. aastal 5 protsenti.

"Ma ei tea, kas siin on hõbekuul või suitsetamispüstol, mis näitaks, miks see nii on," ütles McDonaldsi frantsiisivõtja. "Ma arvan, et mängus on tegurite kombinatsioon."

"See on midagi, mida me tahaksime tagasi pöörata," ütles ta.

Laste kiirtoitu on viimastel aastatel intensiivselt kontrollitud. Aktivistide rühmitused on toodete ja nendega kaasneva mänguasja nullinud, öeldes, et tutvustavad lastele eluaegset ebatervislikku toitumist. San Francisco ja mitmed teised linnad on kehtestanud eeskirjad laste kiirtoidu toitude toitesisalduse kohta, kui nendega kaasnevad mänguasjad. Reeglid on linnades erinevad.

Kuigi McDonald's on kaugelt suurim kiirtoidu tegija, pakuvad enamik suuremaid kette, sealhulgas Wendy's, Burger King ja Subway, lastele eineid. Burger King keeldus seda lugu kommenteerimast ja Wendy oma ei vastanud kommentaaritaotlustele.

McDonald'si pressiesindaja Danya Proud ütles oma avalduses, et see kett "näeb käitumist veidi laste jaoks tellitavate seas", sest perekonnad söövad välja minnes teisiti kui varem. "

"Lapsed on uudishimulikud ja võivad oma vanematega asju jagada või jäävad nad siiski oma lemmik Happy Meal'i juurde," ütles ta, lisades, et "McDonald'si pere külastused on endiselt tugevad ja ülejäänud tööstusest veidi kõrgemad."

Chicagos asuva toiduainetööstuse konsultatsioonifirma Technomic asepresident Darren Tristano hindas, et McDonald'sil on kiirtoidutööstuses suurim osa laste söögikordade müügist, koguni 25 protsenti. Ta kahtleb, et McDonald’s Happy Meal müük on vähenenud.

"Halvemal juhul paneksin selle tasaseks," ütles ta. Kuid keti ülejäänud äritegevuse tõusu korral oleks suur tootesari, mis on kinni hoitud, oleks sellega võrreldes hädas.

Oak Brookil asuv burgerite hiiglane sõidab ligi üheksa aastat ülemaailmsetest samade kaupluste müügituludest. 2011. aasta jooksul kasvas McDonald'si kogukäive USA -s 5 protsenti 8,5 miljardi dollarini. Võrdluseks-NPD andmetel kasvas kiirteenustööstuse kogumüük 2011. aastal 2 protsenti 240 miljardi dollarini.

Ettevõte ütles, et õnneliku eine müük moodustab umbes 10 protsenti McDonald'si USA müügist, kuid söök ja eriti mänguasjad on olnud oluline vahend laste ja nende vanemate söömiseks Golden Arches. Kiirtoidurestoranide peretoitude suurem esinemissagedus suurendab keskmist tšekki, mis on restoranitööstuse edukuse oluline näitaja.

"Nad on väga olulised, kui mõelda, mida (McDonald's Corp. asutaja) Ray Kroc üritas teha: luua keskkond, kus pered saaksid sobiva hinnaga süüa," ütles Tristano.

Üks McDonaldsi äri tundev juht ütles, et Happy Meals on kaotanud vanemaid lapsi vähemalt kümme aastat.

"Esiteks oli see umbes 11 või 12, siis läks see 10 -lt 11 -le, siis 9 -le ja nüüd, pärast 8 -aastaseks saamist, ei ole lapsed õnneliku eine pakkumisega rahul," ütles tegevjuht, lisades, et see oli põhjus, miks ettevõte tutvustas "Vägevate laste" õnnelik eine koos suuremate eelroogadega, nagu kahekordsed juustuburgerid ja kuuetükilised kanakoogid, 2001. aastal.

Mänguasjad on vanemate laste hoidmisel olnud suur probleem, ütles tegevjuht ja lisas, et nad ootavad tänu suuremale kokkupuutele tehnoloogiaga rohkem.

Teised, nagu endine McDonald'si frantsiisivõtja Irwin Kruger, ütlesid, et nihe on tõenäoliselt rohkem seotud hariduse ja sissetulekuga või inimestega, kellel on tugevam arusaam tasakaalustatud söögi tähtsusest. Aga dollari menüüsse tuleb visata odavama toidu hind. & Quot

Bonnie Riggs, NPD restoranitööstuse analüütik, nõustus, märkides, et emad on "tõenäoliselt läinud üle väärtusmenüüle, sest see oli odavam kui laste eine."

Vanemad, kes tellivad dollarimenüüst võileiva, friikartulid ja joogi, oleksid tõenäoliselt maksnud märtsi lõpuni 3 dollarit, võrreldes McDonald'si kesklinna õnneliku eine eest 3,39–4,49 dollariga. Hinnad võivad piirkonniti erineda.

Hiljutised muudatused kiirtoiduhiiglas, mis lõi "lisaväärtuste menüü", on sellised paarid kallimaks muutnud. Neljaosaline kanatükkide, väikeste friikartulite ja šokolaadipiima tellimus maksis Chicago kesklinnas 3,78 dollarit, võrreldes kõige sarnasema laste söögikombinatsiooni 3,89 dollariga.

"Ma arvan, et ideel" Ostame suure hamburgeri ja lõikame selle jagamiseks pooleks "on majandusliku olukorra tõttu palju," ütles McDonald'si endine reklaamijuht Barry Klein, kes töötab nüüd turunduskonsultandina. Ta lisas, et 20-osaline kanatükkide tellimus, mida nüüd pakutakse lisaväärtuste menüüs alla 5 dollari, oleks ideaalne perele jagamiseks.

Mõned vanemad lähevad laste toidust eemale, et saada rohkem toitu.

11 -aastaste poegade Varuni ja 8 -aastase Aayushi ema Vandana Sharma ütles, et lõpetas kaks aastat tagasi õnnelike einete ostmise a la carte burgerite ja friikartulite kasuks. Väike prae on 2,5 untsi, võrreldes 1-untsi portsjoniga laste söögikordades, mis sisaldab ka väikest õunaviilude külge.

"Varem huvitas neid ainult mänguasi," ütles ta ja lisas, et söök läks otse prügikasti. "Nüüd nad vähemalt söövad."


McDonald's, konkurendid näevad laste söögikordade vähenemist

Julie Oellingi 6-aastane tütar Zoe hakkas paluma minna McDonald'sisse Happy Meal mänguasjade järele, kui ta kaks aastat tagasi eelkooli hakkas.

"Kui ta oli 4 -aastane, oli see suur asi, mida teha, aga kui ta sai 5 -aastaseks, siis see vähenes," ütles Oelling ja lisas, et tütre viimasest taotlusest on möödas umbes kuus kuud. "Ma isegi ütleksin, et ta hakkab sellest nüüd välja kasvama, olenevalt mänguasjast."

Pikka aega kujutatud lapsepõlves rasvumise võtmetähtsusega tegurina võivad laste kiirtoidutoidud kaotada oma atraktiivsuse noorte-ja mis veelgi tähtsam-nende vanemate vastu. Dollarimenüüde ilmumine restoranide hulgas on andnud hinnateadlikele vanematele tugeva stiimuli valida a la carte burger või friikartulid, selle asemel et lasteeine eest ligi 4 dollarit koguda.

Tööstuse vaatlejad ütlevad ka, et iga söögikorraga serveeritud mänguasjad ei köida vanemate laste tähelepanu, samas kui teised lisavad, et lapsed lihtsalt vananevad söögikordadest varem, kuna nad muutuvad tehnoloogiliselt taiplikumaks.

NPD Groupi andmetel on alates 2007. aastast igal aastal vähenenud kiirtoidurestoranide külastused, kus osteti lastele eineid, langedes 2011. aastal 5 protsenti.

"Ma ei tea, kas siin on hõbekuul või suitsetamispüstol, mis näitaks," miks see juhtub, "ütles McDonald'si frantsiisivõtja. "Ma arvan, et mängus on tegurite kombinatsioon."

"See on midagi, mida me tahaksime tagasi pöörata," ütles ta.

Laste kiirtoitu on viimastel aastatel intensiivselt kontrollitud. Aktivistide rühmitused on toodete ja nendega kaasneva mänguasja nullinud, öeldes, et tutvustavad lastele eluaegset ebatervislikku toitumist. San Francisco ja mitmed teised linnad on kehtestanud eeskirjad laste kiirtoidu toitude toitesisalduse kohta, kui nendega kaasnevad mänguasjad. Reeglid on linnades erinevad.

Kuigi McDonald's on kaugelt suurim kiirtoidu tegija, pakuvad enamik suuremaid kette, sealhulgas Wendy's, Burger King ja Subway, lastele eineid. Burger King keeldus seda lugu kommenteerimast ja Wendy oma ei vastanud kommentaaritaotlustele.

McDonald'si pressiesindaja Danya Proud ütles oma avalduses, et see kett "näeb käitumist veidi laste jaoks tellitavate seas", sest perekonnad söövad välja minnes teisiti kui varem. "

"Lapsed on uudishimulikud ja võivad jagada oma vanematega esemeid või jäävad nad siiski oma lemmik Happy Meal'i juurde," ütles ta ja lisas, et "McDonald'si perekülastused on endiselt tugevad ja ülejäänud tööstusest veidi kõrgemad."

Chicagos asuva toiduainetööstuse konsultatsioonifirma Technomic asepresident Darren Tristano hindas, et McDonald'sil on kiirtoidutööstuses suurim osa laste söögikordade müügist, koguni 25 protsenti. Ta kahtleb, et McDonald’s Happy Meal müük on vähenenud.

"Halvemal juhul paneksin selle tasaseks," ütles ta. Kuid keti ülejäänud äritegevuse tõusu korral oleks suur tootesari, mis on kinni hoitud, oleks sellega võrreldes hädas.

Oak Brookil asuv burgerite hiiglane sõidab ligi üheksa aastat ülemaailmsetest samade kaupluste müügituludest. 2011. aasta jooksul kasvas McDonald'si kogukäive USA -s 5 protsenti 8,5 miljardi dollarini. Võrdluseks-NPD andmetel kasvas kiirteenustööstuse kogumüük 2011. aastal 2 protsenti 240 miljardi dollarini.

Ettevõte ütles, et õnneliku eine müük moodustab umbes 10 protsenti McDonald'si USA müügist, kuid söök ja eriti mänguasjad on olnud oluline vahend laste ja nende vanemate söömiseks Golden Arches. Kiirtoidurestoranide peretoitude suurem esinemissagedus suurendab keskmist kontrolli, mis on restoranitööstuse oluline edukuse näitaja.

"Nad on väga olulised, kui mõelda, mida (McDonald's Corp. asutaja) Ray Kroc üritas teha: luua keskkond, kus pered saaksid sobiva hinnaga süüa," ütles Tristano.

Üks McDonaldsi äri tundev juht ütles, et Happy Meals on kaotanud vanemaid lapsi vähemalt kümme aastat.

"Esiteks oli see umbes 11 või 12, siis läks see 10 -lt 11 -le, siis 9 -le ja nüüd, pärast 8 -aastaseks saamist, ei ole lapsed õnneliku eine pakkumisega rahul," ütles tegevjuht, lisades, et see oli põhjus, miks ettevõte tutvustas "Vägevate laste" õnnelik eine koos suuremate eelroogadega, nagu kahekordsed juustuburgerid ja kuuetükilised kanakoogid, 2001. aastal.

Mänguasjad on vanemate laste hoidmisel olnud suur probleem, ütles tegevjuht ja lisas, et nad ootavad tänu suuremale kokkupuutele tehnoloogiaga rohkem.

Teised, nagu endine McDonald'si frantsiisivõtja Irwin Kruger, ütlesid, et nihe on tõenäoliselt rohkem seotud hariduse ja sissetulekuga või inimestega, kellel on tugevam arusaam tasakaalustatud söögi tähtsusest. Aga dollari menüüsse tuleb odavamate toitude hind sisse visata. & Quot

Bonnie Riggs, NPD restoranitööstuse analüütik, nõustus, märkides, et emad on "tõenäoliselt läinud üle väärtusmenüüle, sest see oli odavam kui laste eine."

Vanemad, kes tellivad dollarimenüüst võileiva, friikartulid ja joogi, oleksid tõenäoliselt maksnud märtsi lõpuni 3 dollarit, võrreldes McDonald'si kesklinna õnneliku eine eest 3,39–4,49 dollariga. Hinnad võivad piirkonniti erineda.

Hiljutised muudatused kiirtoiduhiiglas, mis lõi "lisaväärtuste menüü", on sellised paarid kallimaks muutnud. Neljaosaline kanatükkide, väikeste friikartulite ja šokolaadipiima tellimus maksis Chicago kesklinnas 3,78 dollarit, samasuguse laste söögikombinatsiooni puhul 3,89 dollarit.

"Ma arvan, et ideel" Ostame suure hamburgeri ja lõikame selle jagamiseks pooleks "on majandusliku olukorra tõttu palju," ütles McDonald'si endine reklaamijuht Barry Klein, kes töötab nüüd turunduskonsultandina. Ta lisas, et 20-osaline kanatükkide tellimus, mida nüüd pakutakse lisaväärtuste menüüs alla 5 dollari, oleks ideaalne perele jagamiseks.

Mõned vanemad lähevad laste toidust eemale, et saada rohkem toitu.

11 -aastaste poegade Varuni ja 8 -aastase Aayushi ema Vandana Sharma ütles, et lõpetas kaks aastat tagasi õnnelike einete ostmise a la carte burgerite ja friikartulite kasuks. Väike prae on 2,5 untsi, võrreldes 1-untsi portsjoniga laste söögikordades, mis sisaldab ka väikest õunaviilude külge.

"Varem huvitas neid ainult mänguasi," ütles ta ja lisas, et söök läks otse prügikasti. "Nüüd nad vähemalt söövad."


McDonald's, konkurendid näevad laste söögikordade vähenemist

Julie Oellingi 6-aastane tütar Zoe hakkas paluma minna McDonald'sisse Happy Meal mänguasjade järele, kui ta kaks aastat tagasi eelkooli hakkas.

"Kui ta oli 4 -aastane, oli see suur asi, mida teha, aga kui ta sai 5 -aastaseks, siis see vähenes," ütles Oelling ja lisas, et tütre viimasest taotlusest on möödas umbes kuus kuud. "Ma isegi ütleksin, et ta hakkab sellest nüüd välja kasvama, olenevalt mänguasjast."

Pikka aega kujutatud lapsepõlves rasvumise võtmetähtsusega tegurina võivad laste kiirtoidutoidud kaotada oma atraktiivsuse noorte-ja mis veelgi tähtsam-nende vanemate vastu. Dollarimenüüde ilmumine restoranide hulgas on andnud hinnateadlikele vanematele tugeva stiimuli valida a la carte burger või friikartulid, selle asemel et lasteeine eest ligi 4 dollarit koguda.

Tööstuse vaatlejad ütlevad ka, et iga söögikorraga serveeritud mänguasjad ei köida vanemate laste tähelepanu, samas kui teised lisavad, et lapsed lihtsalt vananevad söögikordadest varem, kuna nad muutuvad tehnoloogiliselt taiplikumaks.

NPD grupi andmetel on alates 2007. aastast igal aastal vähenenud kiirtoidurestoranide külastused, kus osteti lastele eineid, langedes 2011. aastal 5 protsenti.

"Ma ei tea, kas siin on hõbekuul või suitsetamispüstol, mis näitaks," miks see juhtub, "ütles McDonald'si frantsiisivõtja. "Ma arvan, et mängus on tegurite kombinatsioon."

"See on midagi, mida me tahaksime tagasi pöörata," ütles ta.

Laste kiirtoitu on viimastel aastatel intensiivselt kontrollitud. Aktivistide rühmitused on toodete ja nendega kaasneva mänguasja nullinud, öeldes, et tutvustavad lastele eluaegset ebatervislikku toitumist. San Francisco ja mitmed teised linnad on kehtestanud eeskirjad laste kiirtoidu toitude toitesisalduse kohta, kui nendega kaasnevad mänguasjad. Reeglid on linnades erinevad.

Kuigi McDonald's on kaugelt suurim kiirtoidu tegija, pakuvad enamik suuremaid kette, sealhulgas Wendy's, Burger King ja Subway, lastele eineid. Burger King keeldus seda lugu kommenteerimast ja Wendy oma ei vastanud kommentaaritaotlustele.

McDonald'si pressiesindaja Danya Proud ütles oma avalduses, et see kett "näeb käitumist veidi laste jaoks tellitavate seas", sest perekonnad söövad välja minnes teisiti kui varem. "

"Lapsed on uudishimulikud ja võivad jagada oma vanematega esemeid või jäävad nad siiski oma lemmik Happy Meal'i juurde," ütles ta ja lisas, et "McDonald'si perekülastused on endiselt tugevad ja ülejäänud tööstusest veidi kõrgemad."

Chicagos asuva toiduainetööstuse konsultatsioonifirma Technomic asepresident Darren Tristano hindas, et McDonald'sil on kiirtoidutööstuses suurim osa laste söögikordade müügist, koguni 25 protsenti. Ta kahtleb, et McDonald’s Happy Meal müük on vähenenud.

"Halvemal juhul paneksin selle tasaseks," ütles ta. Kuid keti ülejäänud äritegevuse tõusu korral oleks suur tootesari, mis on kinni hoitud, oleks sellega võrreldes hädas.

Oak Brookil asuv burgerite hiiglane sõidab ligi üheksa aastat ülemaailmsetest samade kaupluste müügituludest. 2011. aasta jooksul kasvas McDonald'si kogukäive USA -s 5 protsenti 8,5 miljardi dollarini. Võrdluseks-NPD andmetel kasvas kiirteenustööstuse kogumüük 2011. aastal 2 protsenti 240 miljardi dollarini.

Ettevõte ütles, et õnneliku eine müük moodustab umbes 10 protsenti McDonald'si USA müügist, kuid söök ja eriti mänguasjad on olnud oluline vahend laste ja nende vanemate söömiseks Golden Arches. Kiirtoidurestoranide peretoitude suurem esinemissagedus suurendab keskmist kontrolli, mis on restoranitööstuse oluline edukuse näitaja.

"Nad on väga olulised, kui mõelda, mida (McDonald's Corp. asutaja) Ray Kroc üritas teha: luua keskkond, kus pered saaksid sobiva hinnaga süüa," ütles Tristano.

Üks McDonaldsi äri tundev juht ütles, et Happy Meals on kaotanud vanemaid lapsi vähemalt kümme aastat.

"Esiteks oli see umbes 11 või 12, siis läks see 10 -lt 11 -le, siis 9 -le ja nüüd, pärast 8 -aastaseks saamist, pole lapsed õnneliku eine pakkumisega rahul," ütles tegevjuht ja lisas, et see oli põhjus, miks ettevõte tutvustas "Vägevate laste" õnnelik eine koos suuremate eelroogadega, nagu kahekordsed juustuburgerid ja kuuetükilised kanakoogid, 2001. aastal.

Mänguasjad on vanemate laste hoidmisel olnud suur probleem, ütles tegevjuht ja lisas, et nad ootavad tänu suuremale kokkupuutele tehnoloogiaga rohkem.

Teised, nagu endine McDonald'si frantsiisivõtja Irwin Kruger, ütlesid, et nihe on tõenäoliselt rohkem seotud hariduse ja sissetulekuga või inimestega, kellel on tugevam arusaam tasakaalustatud söögi tähtsusest. Aga dollari menüüsse tuleb odavamate toitude hind sisse visata. & Quot

Bonnie Riggs, NPD restoranitööstuse analüütik, nõustus, märkides, et emad on "tõenäoliselt läinud üle väärtusmenüüle, sest see oli odavam kui laste eine."

Vanemad, kes tellivad dollarimenüüst võileiva, friikartulid ja joogi, oleksid tõenäoliselt maksnud märtsi lõpuni 3 dollarit, võrreldes McDonald'si kesklinna õnneliku eine eest 3,39–4,49 dollariga. Hinnad võivad piirkonniti erineda.

Hiljutised muudatused kiirtoiduhiiglas, mis lõi "lisaväärtuste menüü", on sellised paarid kallimaks muutnud. Neljaosaline kanatükkide, väikeste friikartulite ja šokolaadipiima tellimus maksis Chicago kesklinnas 3,78 dollarit, samasuguse laste söögikombinatsiooni puhul 3,89 dollarit.

"Ma arvan, et ideel" Ostame suure hamburgeri ja lõikame selle jagamiseks pooleks "on majandusliku olukorra tõttu palju," ütles McDonald'si endine reklaamijuht Barry Klein, kes töötab nüüd turunduskonsultandina. Ta lisas, et 20-osaline kanatükkide tellimus, mida nüüd pakutakse lisaväärtuste menüüs alla 5 dollari, oleks ideaalne perele jagamiseks.

Mõned vanemad lähevad laste toidust eemale, et saada rohkem toitu.

11 -aastaste poegade Varuni ja 8 -aastase Aayushi ema Vandana Sharma ütles, et lõpetas kaks aastat tagasi õnnelike einete ostmise a la carte burgerite ja friikartulite kasuks. Väike prae on 2,5 untsi, võrreldes 1-untsi portsjoniga laste söögikordades, mis sisaldab ka väikest õunaviilude külge.

"Varem huvitas neid ainult mänguasi," ütles ta ja lisas, et söök läks otse prügikasti. "Nüüd nad vähemalt söövad."


McDonald's, konkurendid näevad laste söögikordade vähenemist

Julie Oellingi 6-aastane tütar Zoe hakkas paluma minna McDonald'sisse Happy Meal mänguasjade järele, kui ta kaks aastat tagasi eelkooli hakkas.

"Kui ta oli 4 -aastane, oli see suur asi, aga kui ta sai 5 -aastaseks, siis see vähenes," ütles Oelling ja lisas, et tütre viimasest taotlusest on möödas umbes kuus kuud. "Ma isegi ütleksin, et ta hakkab sellest nüüd välja kasvama, olenevalt mänguasjast."

Pikka aega kujutatud lapsepõlves rasvumise võtmetähtsusega tegurina võivad laste kiirtoidutoidud kaotada oma atraktiivsuse noorte-ja mis veelgi tähtsam-nende vanemate vastu. Dollarimenüüde ilmumine restoranide seas on hinnateadlikele vanematele andnud tugeva stiimuli valida a la carte burger või friikartulid, selle asemel, et koguda lasteeine eest ligi 4 dollarit.

Tööstuse vaatlejad ütlevad ka, et iga söögikorraga serveeritud mänguasjad ei köida vanemate laste tähelepanu, samas kui teised lisavad, et lapsed lihtsalt vananevad söögikordadest varem, kuna nad muutuvad tehnoloogiliselt taiplikumaks.

NPD grupi andmetel on alates 2007. aastast igal aastal vähenenud kiirtoidurestoranide külastused, kus osteti lastele eineid, langedes 2011. aastal 5 protsenti.

"Ma ei tea, kas siin on hõbekuul või suitsetamispüstol, mis näitaks, miks see nii on," ütles McDonaldsi frantsiisivõtja. "Ma arvan, et mängus on tegurite kombinatsioon."

"See on midagi, mida me tahaksime tagasi pöörata," ütles ta.

Laste kiirtoitu on viimastel aastatel intensiivselt kontrollitud. Aktivistide rühmitused on toodete ja nendega kaasneva mänguasja nullinud, öeldes, et tutvustavad lastele eluaegset ebatervislikku toitumist. San Francisco ja mitmed teised linnad on kehtestanud eeskirjad laste kiirtoidu toitude toitesisalduse kohta, kui nendega kaasnevad mänguasjad. Reeglid on linnades erinevad.

Kuigi McDonald's on kaugelt suurim kiirtoidu tegija, pakuvad enamik suuremaid kette, sealhulgas Wendy's, Burger King ja Subway, lastele eineid. Burger King keeldus seda lugu kommenteerimast ja Wendy oma ei vastanud kommentaaritaotlustele.

McDonald'si pressiesindaja Danya Proud ütles oma avalduses, et see kett "näeb käitumist veidi laste jaoks tellitavate seas", sest perekonnad söövad välja minnes teisiti kui varem. "

"Lapsed on uudishimulikud ja võivad oma vanematega asju jagada või jäävad nad siiski oma lemmik Happy Meal'i juurde," ütles ta, lisades, et "McDonald'si pere külastused on endiselt tugevad ja ülejäänud tööstusest veidi kõrgemad."

Chicagos asuva toiduainetööstuse konsultatsioonifirma Technomic asepresident Darren Tristano hindas, et McDonald'sil on kiirtoidutööstuses suurim osa laste söögikordade müügist, koguni 25 protsenti. Ta kahtleb, et McDonald’s Happy Meal müük on vähenenud.

"Halvemal juhul paneksin selle tasaseks," ütles ta. Kuid keti ülejäänud äritegevuse hüppelise tõusuga oleks suur tootesari, mis on kinni hoitud, oleks sellega võrreldes hädas.

Oak Brookil asuv burgerite hiiglane sõidab ligi üheksa aastat ülemaailmsetest samade kaupluste müügituludest. 2011. aasta jooksul kasvas McDonald'si kogukäive USA -s 5 protsenti 8,5 miljardi dollarini. Võrdluseks-NPD andmetel kasvas kiirteenustööstuse müük 2011. aastal 2 protsenti 240 miljardi dollarini.

Ettevõte ütles, et õnneliku eine müük moodustab umbes 10 protsenti McDonald'si USA müügist, kuid söök ja eriti mänguasjad on olnud oluline vahend laste ja nende vanemate söömiseks Golden Arches. Kiirtoidurestoranide peretoitude suurem esinemissagedus suurendab keskmist kontrolli, mis on restoranitööstuse oluline edukuse näitaja.

"Nad on väga olulised, kui mõelda, mida (McDonald's Corp. asutaja) Ray Kroc üritas teha: luua keskkond, kus pered saaksid sobiva hinnaga süüa," ütles Tristano.

Üks McDonaldsi äri tundev juht ütles, et Happy Meals on kaotanud vanemaid lapsi vähemalt kümme aastat.

"Esiteks oli see umbes 11 või 12, siis läks see 10 -lt 11 -le, siis 9 -le ja nüüd, pärast 8 -aastaseks saamist, ei ole lapsed õnneliku eine pakkumisega rahul," ütles tegevjuht, lisades, et see oli põhjus, miks ettevõte tutvustas "Vägevate laste" õnnelik eine koos suuremate eelroogadega, nagu kahekordsed juustuburgerid ja kuuetükilised kanakoogid, 2001. aastal.

Mänguasjad on vanemate laste hoidmisel olnud suur probleem, ütles tegevjuht ja lisas, et nad ootavad tänu suuremale kokkupuutele tehnoloogiaga rohkem.

Teised, nagu endine McDonald'si frantsiisivõtja Irwin Kruger, ütlesid, et nihe on tõenäoliselt rohkem seotud hariduse ja sissetulekuga või inimestega, kellel on tugevam arusaam tasakaalustatud söögi tähtsusest. Aga dollari menüüsse tuleb odavamate toitude hind sisse visata. & Quot

Bonnie Riggs, NPD restoranitööstuse analüütik, nõustus, märkides, et emad on "tõenäoliselt läinud üle väärtusmenüüle, sest see oli odavam kui laste eine."

Vanemad, kes tellivad dollarimenüüst võileiva, friikartulid ja joogi, oleksid tõenäoliselt maksnud märtsi lõpuni 3 dollarit, võrreldes McDonald'si kesklinna õnneliku eine eest 3,39–4,49 dollariga. Hinnad võivad piirkonniti erineda.

Hiljutised muudatused kiirtoiduhiiglas, mis lõi "lisaväärtuste menüü", on sellised paarid kallimaks muutnud. Neljaosaline kanatükkide, väikeste friikartulite ja šokolaadipiima tellimus maksis Chicago kesklinnas 3,78 dollarit, samasuguse laste söögikombinatsiooni puhul 3,89 dollarit.

"Ma arvan, et ideel" Ostame suure hamburgeri ja lõikame selle jagamiseks pooleks "on majandusliku olukorra tõttu palju," ütles McDonald'si endine reklaamijuht Barry Klein, kes töötab nüüd turunduskonsultandina. Ta lisas, et 20-osaline kanatükkide tellimus, mida nüüd pakutakse lisaväärtuste menüüs alla 5 dollari, oleks ideaalne perele jagamiseks.

Mõned vanemad lähevad laste toidust eemale, et saada rohkem toitu.

11 -aastaste poegade Varuni ja 8 -aastase Aayushi ema Vandana Sharma ütles, et lõpetas kaks aastat tagasi õnnelike einete ostmise a la carte burgerite ja friikartulite kasuks. Väike prae on 2,5 untsi, võrreldes 1-untsi portsjoniga laste söögikordades, mis sisaldab ka väikest õunaviilude külge.

"Varem huvitas neid ainult mänguasi," ütles ta ja lisas, et söök läks otse prügikasti. "Nüüd nad vähemalt söövad."


McDonald's, konkurendid näevad laste söögikordade vähenemist

Julie Oellingi 6-aastane tütar Zoe hakkas paluma minna McDonald'sisse Happy Meal mänguasjade järele, kui ta kaks aastat tagasi eelkooli hakkas.

"Kui ta oli 4 -aastane, oli see suur asi, mida teha, aga kui ta sai 5 -aastaseks, siis see vähenes," ütles Oelling ja lisas, et tütre viimasest taotlusest on möödas umbes kuus kuud. "Ma isegi ütleksin, et ta hakkab sellest nüüd välja kasvama, olenevalt mänguasjast."

Pikka aega kujutatud lapsepõlves rasvumise võtmetähtsusega tegurina võivad laste kiirtoidutoidud kaotada oma atraktiivsuse noorte-ja mis veelgi tähtsam-nende vanemate vastu. Dollarimenüüde ilmumine restoranide hulgas on andnud hinnateadlikele vanematele tugeva stiimuli valida a la carte burger või friikartulid, selle asemel et lasteeine eest ligi 4 dollarit koguda.

Tööstuse vaatlejad ütlevad ka, et iga söögikorraga serveeritud mänguasjad ei köida vanemate laste tähelepanu, samas kui teised lisavad, et lapsed lihtsalt vananevad söögikordadest varem, kuna nad muutuvad tehnoloogiliselt taiplikumaks.

NPD grupi andmetel on alates 2007. aastast igal aastal vähenenud kiirtoidurestoranide külastused, kus osteti lastele eineid, langedes 2011. aastal 5 protsenti.

"Ma ei tea, kas siin on hõbekuul või suitsetamispüstol, mis näitaks, miks see nii on," ütles McDonaldsi frantsiisivõtja. "Ma arvan, et mängus on tegurite kombinatsioon."

"See on midagi, mida me tahaksime tagasi pöörata," ütles ta.

Laste kiirtoitu on viimastel aastatel intensiivselt kontrollitud. Aktivistide rühmitused on toodete ja nendega kaasneva mänguasja nullinud, öeldes, et tutvustavad lastele eluaegset ebatervislikku toitumist. San Francisco ja mitmed teised linnad on kehtestanud eeskirjad laste kiirtoidu toitude toitesisalduse kohta, kui nendega kaasnevad mänguasjad. Reeglid on linnades erinevad.

Kuigi McDonald's on kaugelt suurim kiirtoidu tegija, pakuvad enamik suuremaid kette, sealhulgas Wendy's, Burger King ja Subway, lastele eineid. Burger King keeldus seda lugu kommenteerimast ja Wendy oma ei vastanud kommentaaritaotlustele.

McDonald'si pressiesindaja Danya Proud ütles oma avalduses, et see kett "näeb käitumist veidi laste jaoks tellitavate seas", kuna pered söövad väljas käies teisiti kui varem. "

"Lapsed on uudishimulikud ja võivad oma vanematega asju jagada või jäävad nad siiski oma lemmik Happy Meal'i juurde," ütles ta, lisades, et "McDonald'si pere külastused on endiselt tugevad ja ülejäänud tööstusest veidi kõrgemad."

Chicagos asuva toiduainetööstuse konsultatsioonifirma Technomic asepresident Darren Tristano hindas, et McDonald'sil on kiirtoidutööstuses suurim osa laste söögikordade müügist, koguni 25 protsenti. Ta kahtleb, et McDonald’s Happy Meal müük on vähenenud.

"I would put it flat at worst," he said. But with the rest of the chain's business soaring, a major product line stuck in a holding pattern would be struggling by comparison.

The Oak Brook-based burger giant is riding nearly nine years of global same-store sales gains. During 2011, McDonald's total U.S. sales increased 5 percent to $8.5 billion. By comparison, total quick-service industry sales rose 2 percent in 2011 to $240 billion, according to NPD.

Happy Meal sales account for about 10 percent of McDonald's U.S. sales, the company said, but the meal, and toys in particular, have been an important vehicle to get kids and their parents to eat at the Golden Arches. Higher incidence of family meals at fast-food restaurants tends to boost the average check, an important metric of success in the restaurant industry.

"They're very important if you think about the roots of what (McDonald's Corp. founder) Ray Kroc was trying to do: Create an environment where families could have a meal at an appropriate price," Tristano said.

One executive familiar with McDonald's business said that Happy Meals have been losing older children for at least a decade.

"First it was around 11 or 12, then it went from 10 to 11, then 9 and now anytime after 8 years old, kids aren't satisfied with the Happy Meal offering," the executive said, adding that was a reason the company introduced the "Mighty Kids" Happy Meal, with larger entrees like double cheeseburgers and six-piece chicken nuggets, in 2001.

Toys have been a big problem in retaining older children, the executive said, adding that they expect more, thanks to increased exposure to technology.

Others, like former McDonald's franchisee Irwin Kruger, said the shift is "probably more correlated with education and income, or people who have a stronger sense of the importance of a balanced meal. But you have to throw in the cost of cheaper food on the dollar menu."

Bonnie Riggs, NPD restaurant industry analyst, agreed, noting that mothers have "probably switched to the value menu because it was cheaper than the kids meal."

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."


McDonald's, rivals see diminishing appeal for kids meals

Julie Oelling's 6-year-old daughter Zoe started asking to go to McDonald's for Happy Meal toys when she started preschool two years ago.

"When she was 4, it was kind of a big thing to do, but when she turned 5, it tapered off," Oelling said, adding that it's been about six months since her daughter's last request. "I'd even say she's starting to outgrow it now depending on what the toy is."

Long portrayed as a key contributor to childhood obesity, fast-food kids meals may be losing their appeal to youngsters — and, more importantly, their parents. The emergence of dollar menus among restaurants have given price-conscious parents a powerful incentive to choose an a la carte burger or fries rather than ponying up nearly $4 for a kids meal.

Industry observers also say the toys served up with every meal aren't capturing older kids' attention, while others add that children are simply aging out of the meals earlier as they're becoming more technologically savvy.

According to the NPD Group, visits to fast-food restaurants in which kids meals were purchased have declined every year since 2007, falling 5 percent in 2011 from the prior year.

"I don't know if there's a silver bullet here, or a smoking gun that would indicate" why it's happening, said a McDonald's franchisee. "I think there's a combination of factors at play."

"It's something we'd love to reverse," he said.

Fast-food kids meals have been subject to intense scrutiny in recent years. Activist groups have zeroed in on the products and accompanying toy, saying they introduce children to a lifetime of unhealthy eating. San Francisco and a number of other cities have enacted regulations for nutritional content of fast-food kids meals when toys accompany them. Regulations vary by city.

While McDonald's is the largest player in fast food by far, most major chains, including Wendy's, Burger King and Subway, offer kids meals. Burger King declined to comment for this story, and Wendy's did not respond to requests for comment.

In a statement, McDonald's spokeswoman Danya Proud said the chain is "seeing behavior shift slightly among what is being ordered" for children, "because families are eating differently than they used to when they go out."

"Kids are curious and may share items with their parents, or they still stick to their favorite Happy Meal," she said, adding that "Family visits to McDonald's remain strong and slightly higher than the rest of the industry."

Darren Tristano, executive vice president of Technomic, a Chicago-based food industry consulting firm, estimated that McDonald's has the biggest share of kids meal sales in the fast-food industry, as much as 25 percent of the total. He doubts McDonald's Happy Meal sales have been declining.

"I would put it flat at worst," he said. But with the rest of the chain's business soaring, a major product line stuck in a holding pattern would be struggling by comparison.

The Oak Brook-based burger giant is riding nearly nine years of global same-store sales gains. During 2011, McDonald's total U.S. sales increased 5 percent to $8.5 billion. By comparison, total quick-service industry sales rose 2 percent in 2011 to $240 billion, according to NPD.

Happy Meal sales account for about 10 percent of McDonald's U.S. sales, the company said, but the meal, and toys in particular, have been an important vehicle to get kids and their parents to eat at the Golden Arches. Higher incidence of family meals at fast-food restaurants tends to boost the average check, an important metric of success in the restaurant industry.

"They're very important if you think about the roots of what (McDonald's Corp. founder) Ray Kroc was trying to do: Create an environment where families could have a meal at an appropriate price," Tristano said.

One executive familiar with McDonald's business said that Happy Meals have been losing older children for at least a decade.

"First it was around 11 or 12, then it went from 10 to 11, then 9 and now anytime after 8 years old, kids aren't satisfied with the Happy Meal offering," the executive said, adding that was a reason the company introduced the "Mighty Kids" Happy Meal, with larger entrees like double cheeseburgers and six-piece chicken nuggets, in 2001.

Toys have been a big problem in retaining older children, the executive said, adding that they expect more, thanks to increased exposure to technology.

Others, like former McDonald's franchisee Irwin Kruger, said the shift is "probably more correlated with education and income, or people who have a stronger sense of the importance of a balanced meal. But you have to throw in the cost of cheaper food on the dollar menu."

Bonnie Riggs, NPD restaurant industry analyst, agreed, noting that mothers have "probably switched to the value menu because it was cheaper than the kids meal."

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."


McDonald's, rivals see diminishing appeal for kids meals

Julie Oelling's 6-year-old daughter Zoe started asking to go to McDonald's for Happy Meal toys when she started preschool two years ago.

"When she was 4, it was kind of a big thing to do, but when she turned 5, it tapered off," Oelling said, adding that it's been about six months since her daughter's last request. "I'd even say she's starting to outgrow it now depending on what the toy is."

Long portrayed as a key contributor to childhood obesity, fast-food kids meals may be losing their appeal to youngsters — and, more importantly, their parents. The emergence of dollar menus among restaurants have given price-conscious parents a powerful incentive to choose an a la carte burger or fries rather than ponying up nearly $4 for a kids meal.

Industry observers also say the toys served up with every meal aren't capturing older kids' attention, while others add that children are simply aging out of the meals earlier as they're becoming more technologically savvy.

According to the NPD Group, visits to fast-food restaurants in which kids meals were purchased have declined every year since 2007, falling 5 percent in 2011 from the prior year.

"I don't know if there's a silver bullet here, or a smoking gun that would indicate" why it's happening, said a McDonald's franchisee. "I think there's a combination of factors at play."

"It's something we'd love to reverse," he said.

Fast-food kids meals have been subject to intense scrutiny in recent years. Activist groups have zeroed in on the products and accompanying toy, saying they introduce children to a lifetime of unhealthy eating. San Francisco and a number of other cities have enacted regulations for nutritional content of fast-food kids meals when toys accompany them. Regulations vary by city.

While McDonald's is the largest player in fast food by far, most major chains, including Wendy's, Burger King and Subway, offer kids meals. Burger King declined to comment for this story, and Wendy's did not respond to requests for comment.

In a statement, McDonald's spokeswoman Danya Proud said the chain is "seeing behavior shift slightly among what is being ordered" for children, "because families are eating differently than they used to when they go out."

"Kids are curious and may share items with their parents, or they still stick to their favorite Happy Meal," she said, adding that "Family visits to McDonald's remain strong and slightly higher than the rest of the industry."

Darren Tristano, executive vice president of Technomic, a Chicago-based food industry consulting firm, estimated that McDonald's has the biggest share of kids meal sales in the fast-food industry, as much as 25 percent of the total. He doubts McDonald's Happy Meal sales have been declining.

"I would put it flat at worst," he said. But with the rest of the chain's business soaring, a major product line stuck in a holding pattern would be struggling by comparison.

The Oak Brook-based burger giant is riding nearly nine years of global same-store sales gains. During 2011, McDonald's total U.S. sales increased 5 percent to $8.5 billion. By comparison, total quick-service industry sales rose 2 percent in 2011 to $240 billion, according to NPD.

Happy Meal sales account for about 10 percent of McDonald's U.S. sales, the company said, but the meal, and toys in particular, have been an important vehicle to get kids and their parents to eat at the Golden Arches. Higher incidence of family meals at fast-food restaurants tends to boost the average check, an important metric of success in the restaurant industry.

"They're very important if you think about the roots of what (McDonald's Corp. founder) Ray Kroc was trying to do: Create an environment where families could have a meal at an appropriate price," Tristano said.

One executive familiar with McDonald's business said that Happy Meals have been losing older children for at least a decade.

"First it was around 11 or 12, then it went from 10 to 11, then 9 and now anytime after 8 years old, kids aren't satisfied with the Happy Meal offering," the executive said, adding that was a reason the company introduced the "Mighty Kids" Happy Meal, with larger entrees like double cheeseburgers and six-piece chicken nuggets, in 2001.

Toys have been a big problem in retaining older children, the executive said, adding that they expect more, thanks to increased exposure to technology.

Others, like former McDonald's franchisee Irwin Kruger, said the shift is "probably more correlated with education and income, or people who have a stronger sense of the importance of a balanced meal. But you have to throw in the cost of cheaper food on the dollar menu."

Bonnie Riggs, NPD restaurant industry analyst, agreed, noting that mothers have "probably switched to the value menu because it was cheaper than the kids meal."

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."


McDonald's, rivals see diminishing appeal for kids meals

Julie Oelling's 6-year-old daughter Zoe started asking to go to McDonald's for Happy Meal toys when she started preschool two years ago.

"When she was 4, it was kind of a big thing to do, but when she turned 5, it tapered off," Oelling said, adding that it's been about six months since her daughter's last request. "I'd even say she's starting to outgrow it now depending on what the toy is."

Long portrayed as a key contributor to childhood obesity, fast-food kids meals may be losing their appeal to youngsters — and, more importantly, their parents. The emergence of dollar menus among restaurants have given price-conscious parents a powerful incentive to choose an a la carte burger or fries rather than ponying up nearly $4 for a kids meal.

Industry observers also say the toys served up with every meal aren't capturing older kids' attention, while others add that children are simply aging out of the meals earlier as they're becoming more technologically savvy.

According to the NPD Group, visits to fast-food restaurants in which kids meals were purchased have declined every year since 2007, falling 5 percent in 2011 from the prior year.

"I don't know if there's a silver bullet here, or a smoking gun that would indicate" why it's happening, said a McDonald's franchisee. "I think there's a combination of factors at play."

"It's something we'd love to reverse," he said.

Fast-food kids meals have been subject to intense scrutiny in recent years. Activist groups have zeroed in on the products and accompanying toy, saying they introduce children to a lifetime of unhealthy eating. San Francisco and a number of other cities have enacted regulations for nutritional content of fast-food kids meals when toys accompany them. Regulations vary by city.

While McDonald's is the largest player in fast food by far, most major chains, including Wendy's, Burger King and Subway, offer kids meals. Burger King declined to comment for this story, and Wendy's did not respond to requests for comment.

In a statement, McDonald's spokeswoman Danya Proud said the chain is "seeing behavior shift slightly among what is being ordered" for children, "because families are eating differently than they used to when they go out."

"Kids are curious and may share items with their parents, or they still stick to their favorite Happy Meal," she said, adding that "Family visits to McDonald's remain strong and slightly higher than the rest of the industry."

Darren Tristano, executive vice president of Technomic, a Chicago-based food industry consulting firm, estimated that McDonald's has the biggest share of kids meal sales in the fast-food industry, as much as 25 percent of the total. He doubts McDonald's Happy Meal sales have been declining.

"I would put it flat at worst," he said. But with the rest of the chain's business soaring, a major product line stuck in a holding pattern would be struggling by comparison.

The Oak Brook-based burger giant is riding nearly nine years of global same-store sales gains. During 2011, McDonald's total U.S. sales increased 5 percent to $8.5 billion. By comparison, total quick-service industry sales rose 2 percent in 2011 to $240 billion, according to NPD.

Happy Meal sales account for about 10 percent of McDonald's U.S. sales, the company said, but the meal, and toys in particular, have been an important vehicle to get kids and their parents to eat at the Golden Arches. Higher incidence of family meals at fast-food restaurants tends to boost the average check, an important metric of success in the restaurant industry.

"They're very important if you think about the roots of what (McDonald's Corp. founder) Ray Kroc was trying to do: Create an environment where families could have a meal at an appropriate price," Tristano said.

One executive familiar with McDonald's business said that Happy Meals have been losing older children for at least a decade.

"First it was around 11 or 12, then it went from 10 to 11, then 9 and now anytime after 8 years old, kids aren't satisfied with the Happy Meal offering," the executive said, adding that was a reason the company introduced the "Mighty Kids" Happy Meal, with larger entrees like double cheeseburgers and six-piece chicken nuggets, in 2001.

Toys have been a big problem in retaining older children, the executive said, adding that they expect more, thanks to increased exposure to technology.

Others, like former McDonald's franchisee Irwin Kruger, said the shift is "probably more correlated with education and income, or people who have a stronger sense of the importance of a balanced meal. But you have to throw in the cost of cheaper food on the dollar menu."

Bonnie Riggs, NPD restaurant industry analyst, agreed, noting that mothers have "probably switched to the value menu because it was cheaper than the kids meal."

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."


McDonald's, rivals see diminishing appeal for kids meals

Julie Oelling's 6-year-old daughter Zoe started asking to go to McDonald's for Happy Meal toys when she started preschool two years ago.

"When she was 4, it was kind of a big thing to do, but when she turned 5, it tapered off," Oelling said, adding that it's been about six months since her daughter's last request. "I'd even say she's starting to outgrow it now depending on what the toy is."

Long portrayed as a key contributor to childhood obesity, fast-food kids meals may be losing their appeal to youngsters — and, more importantly, their parents. The emergence of dollar menus among restaurants have given price-conscious parents a powerful incentive to choose an a la carte burger or fries rather than ponying up nearly $4 for a kids meal.

Industry observers also say the toys served up with every meal aren't capturing older kids' attention, while others add that children are simply aging out of the meals earlier as they're becoming more technologically savvy.

According to the NPD Group, visits to fast-food restaurants in which kids meals were purchased have declined every year since 2007, falling 5 percent in 2011 from the prior year.

"I don't know if there's a silver bullet here, or a smoking gun that would indicate" why it's happening, said a McDonald's franchisee. "I think there's a combination of factors at play."

"It's something we'd love to reverse," he said.

Fast-food kids meals have been subject to intense scrutiny in recent years. Activist groups have zeroed in on the products and accompanying toy, saying they introduce children to a lifetime of unhealthy eating. San Francisco and a number of other cities have enacted regulations for nutritional content of fast-food kids meals when toys accompany them. Regulations vary by city.

While McDonald's is the largest player in fast food by far, most major chains, including Wendy's, Burger King and Subway, offer kids meals. Burger King declined to comment for this story, and Wendy's did not respond to requests for comment.

In a statement, McDonald's spokeswoman Danya Proud said the chain is "seeing behavior shift slightly among what is being ordered" for children, "because families are eating differently than they used to when they go out."

"Kids are curious and may share items with their parents, or they still stick to their favorite Happy Meal," she said, adding that "Family visits to McDonald's remain strong and slightly higher than the rest of the industry."

Darren Tristano, executive vice president of Technomic, a Chicago-based food industry consulting firm, estimated that McDonald's has the biggest share of kids meal sales in the fast-food industry, as much as 25 percent of the total. He doubts McDonald's Happy Meal sales have been declining.

"I would put it flat at worst," he said. But with the rest of the chain's business soaring, a major product line stuck in a holding pattern would be struggling by comparison.

The Oak Brook-based burger giant is riding nearly nine years of global same-store sales gains. During 2011, McDonald's total U.S. sales increased 5 percent to $8.5 billion. By comparison, total quick-service industry sales rose 2 percent in 2011 to $240 billion, according to NPD.

Happy Meal sales account for about 10 percent of McDonald's U.S. sales, the company said, but the meal, and toys in particular, have been an important vehicle to get kids and their parents to eat at the Golden Arches. Higher incidence of family meals at fast-food restaurants tends to boost the average check, an important metric of success in the restaurant industry.

"They're very important if you think about the roots of what (McDonald's Corp. founder) Ray Kroc was trying to do: Create an environment where families could have a meal at an appropriate price," Tristano said.

One executive familiar with McDonald's business said that Happy Meals have been losing older children for at least a decade.

"First it was around 11 or 12, then it went from 10 to 11, then 9 and now anytime after 8 years old, kids aren't satisfied with the Happy Meal offering," the executive said, adding that was a reason the company introduced the "Mighty Kids" Happy Meal, with larger entrees like double cheeseburgers and six-piece chicken nuggets, in 2001.

Toys have been a big problem in retaining older children, the executive said, adding that they expect more, thanks to increased exposure to technology.

Others, like former McDonald's franchisee Irwin Kruger, said the shift is "probably more correlated with education and income, or people who have a stronger sense of the importance of a balanced meal. But you have to throw in the cost of cheaper food on the dollar menu."

Bonnie Riggs, NPD restaurant industry analyst, agreed, noting that mothers have "probably switched to the value menu because it was cheaper than the kids meal."

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."


McDonald's, rivals see diminishing appeal for kids meals

Julie Oelling's 6-year-old daughter Zoe started asking to go to McDonald's for Happy Meal toys when she started preschool two years ago.

"When she was 4, it was kind of a big thing to do, but when she turned 5, it tapered off," Oelling said, adding that it's been about six months since her daughter's last request. "I'd even say she's starting to outgrow it now depending on what the toy is."

Long portrayed as a key contributor to childhood obesity, fast-food kids meals may be losing their appeal to youngsters — and, more importantly, their parents. The emergence of dollar menus among restaurants have given price-conscious parents a powerful incentive to choose an a la carte burger or fries rather than ponying up nearly $4 for a kids meal.

Industry observers also say the toys served up with every meal aren't capturing older kids' attention, while others add that children are simply aging out of the meals earlier as they're becoming more technologically savvy.

According to the NPD Group, visits to fast-food restaurants in which kids meals were purchased have declined every year since 2007, falling 5 percent in 2011 from the prior year.

"I don't know if there's a silver bullet here, or a smoking gun that would indicate" why it's happening, said a McDonald's franchisee. "I think there's a combination of factors at play."

"It's something we'd love to reverse," he said.

Fast-food kids meals have been subject to intense scrutiny in recent years. Activist groups have zeroed in on the products and accompanying toy, saying they introduce children to a lifetime of unhealthy eating. San Francisco and a number of other cities have enacted regulations for nutritional content of fast-food kids meals when toys accompany them. Regulations vary by city.

While McDonald's is the largest player in fast food by far, most major chains, including Wendy's, Burger King and Subway, offer kids meals. Burger King declined to comment for this story, and Wendy's did not respond to requests for comment.

In a statement, McDonald's spokeswoman Danya Proud said the chain is "seeing behavior shift slightly among what is being ordered" for children, "because families are eating differently than they used to when they go out."

"Kids are curious and may share items with their parents, or they still stick to their favorite Happy Meal," she said, adding that "Family visits to McDonald's remain strong and slightly higher than the rest of the industry."

Darren Tristano, executive vice president of Technomic, a Chicago-based food industry consulting firm, estimated that McDonald's has the biggest share of kids meal sales in the fast-food industry, as much as 25 percent of the total. He doubts McDonald's Happy Meal sales have been declining.

"I would put it flat at worst," he said. But with the rest of the chain's business soaring, a major product line stuck in a holding pattern would be struggling by comparison.

The Oak Brook-based burger giant is riding nearly nine years of global same-store sales gains. During 2011, McDonald's total U.S. sales increased 5 percent to $8.5 billion. By comparison, total quick-service industry sales rose 2 percent in 2011 to $240 billion, according to NPD.

Happy Meal sales account for about 10 percent of McDonald's U.S. sales, the company said, but the meal, and toys in particular, have been an important vehicle to get kids and their parents to eat at the Golden Arches. Higher incidence of family meals at fast-food restaurants tends to boost the average check, an important metric of success in the restaurant industry.

"They're very important if you think about the roots of what (McDonald's Corp. founder) Ray Kroc was trying to do: Create an environment where families could have a meal at an appropriate price," Tristano said.

One executive familiar with McDonald's business said that Happy Meals have been losing older children for at least a decade.

"First it was around 11 or 12, then it went from 10 to 11, then 9 and now anytime after 8 years old, kids aren't satisfied with the Happy Meal offering," the executive said, adding that was a reason the company introduced the "Mighty Kids" Happy Meal, with larger entrees like double cheeseburgers and six-piece chicken nuggets, in 2001.

Toys have been a big problem in retaining older children, the executive said, adding that they expect more, thanks to increased exposure to technology.

Others, like former McDonald's franchisee Irwin Kruger, said the shift is "probably more correlated with education and income, or people who have a stronger sense of the importance of a balanced meal. But you have to throw in the cost of cheaper food on the dollar menu."

Bonnie Riggs, NPD restaurant industry analyst, agreed, noting that mothers have "probably switched to the value menu because it was cheaper than the kids meal."

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."