Here is a post from McDonald's Happy Meal Toy Study. Previously I wrote about Wal-Mart possibly coming to DC (NE and SE) to address the growing food desert problem and the burgeoning childhood obesity problem. Michelle Obama doesn't have to go far to see a generation of kids who don't exercise enough and who adore McDonald's more than they do the grocery store.
Having lived in Congress Heights and Anacostia for eight years, I remember vividly just three years ago when my community got our first grocery store: The Super Giant on Alabama Avenue. Before that, we had to go across the Ward boundaries or over the bridge to Virginia or Maryland just to shop for a bag of apples. But apples weren't what Ward 8 citizens wanted. They wanted the Big Mac and the kids yearned for the Happy Meal.
To address this issue, a few of us at the George Washington University MBA Ethics class are studying the ethics behind McDonald's providing the Happy Meal toy as an attraction to children and the Center for Science and Public Interest lawsuit against McDonald's for predatory advertising. As part of the study, I sent an online survey to 60 respondents which asked whether McDonald's is acting ethically.
Here is a pie chart showing the results. Please click on the pie chart to get the percentage for each group.
Here's the response from McDonald's to the survey results:
We are extremely proud of our Happy Meals which give our youngest guests wholesome food and toys of the highest quality. Getting a toy with a kid's meal is just one part of a fun, family experience at McDonald's.
Public opinion has – and continues to be - overwhelmingly against this idea. It does not reflect what consumers want, nor is it something they asked for. Parents tell us they want to have the right and responsibility to make their own decisions and decide what’s right for their children – not lawmakers.
Having lived in Congress Heights and Anacostia for eight years, I remember vividly just three years ago when my community got our first grocery store: The Super Giant on Alabama Avenue. Before that, we had to go across the Ward boundaries or over the bridge to Virginia or Maryland just to shop for a bag of apples. But apples weren't what Ward 8 citizens wanted. They wanted the Big Mac and the kids yearned for the Happy Meal.
RUNIN Ronald |
answered question | 58 | ||
---|---|---|---|
skipped question | 1 | ||
Response Percent | Response Count | ||
Including the toy in the Happy Meal is ethical | 34.5% | 20 | |
The toy is deceptive marketing but McDonald's should be allowed to include a toy | 34.5% | 20 | |
The toy is deceptive marketing so McDonalds should NOT be allowed to include it. | 19.0% | 11 | |
Not sure | 6.9% | 4 | |
Other (please specify) | 5.2% | 3 |
Here is a pie chart showing the results. Please click on the pie chart to get the percentage for each group.
Here's the response from McDonald's to the survey results:
Good afternoon,
In response to your inquiry, please find below a statement for your use:
February 16, 2010
“While we share in the desire to find a meaningful solution to the growing problem of kids' health and nutrition, we believe taking away a toy from a kids meal
does absolutely nothing to improve children’s health, nutrition or well-being.
We are extremely proud of our Happy Meals which give our youngest guests wholesome food and toys of the highest quality. Getting a toy with a kid's meal is just one part of a fun, family experience at McDonald's.
Public opinion has – and continues to be - overwhelmingly against this idea. It does not reflect what consumers want, nor is it something they asked for. Parents tell us they want to have the right and responsibility to make their own decisions and decide what’s right for their children – not lawmakers.
Any fair and objective review of our menu and the actions we’ve taken will demonstrate we’ve been responsible, we’re committed to children’s well being, and we’ll continue to learn and take action for our customers that is guided by science and facts.
Banning a toy is not the way to fight obesity or improve children’s well-being. Solutions will come only from education and awareness based on science and fact.”
Danya Proud, Spokesperson
McDonald’s USA