Question

Topic: Strategy

Kids Marketing In Fast Food

Posted by Anonymous on 4/6/2008 at 9:55 AM ET 125 Points
Hi I juz joined fast food as marketing executive. I'm newbie to this and have no experience in fast food marketing. My concepts are totally different and I'm offbeat. Problem I been asked to focus on kids marketing but its not the target grp of my org, so I dun hv much budget. I love kids love fun but no ideas... I've to kickstart something quikly or I'll be out on streets soon LOL!
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RESPONSES

  • Posted by CarolBlaha on 4/6/2008 at 10:11 AM Accepted
    Kids are very important to fast food-- about 14% of their market-- more if you consider their parents might not be introduced to it if it wasn't for their kids. Burger King credits their Kid's Club as an edge over McDonalds-- signing up 1.6 kid members in 6 months-- way over any expectation.

    Kids love activities and causes. When Burger King was buying rainforest beef-- my kids boycotted them. Groups like the Rainforest Network have a kids corner that did a 4 year letter writing campaign to CitiCorp that lead to their stoppage of funding projects that destroy the rainforest. Kids PBS teaches them about recycling. The nonprofit I helped found did a kids project where they competed with "green" projects-- anything qualified-- from reclaiming a playground to planting a garden.

    When you think of the program-- make it adult friendly as well. Attract the kids and the adults will follow. Greenmarket says that what we feel is "new" regarding the environment will be their way of life in the future.

    Picking a cause will also make it easier to gain media attention vs just a coloring contest.

    Sell Well and Prosper tm
  • Posted on 4/6/2008 at 12:30 PM Accepted
    Parents are paying much more attention to what is healthful for their children and children respond to what tastes good to them. Combining the two will become more important as time passes. Notice that cost is not the top issue.
  • Posted by Chris Blackman on 4/9/2008 at 3:29 AM Accepted
    Kids will respond more to the free plastic gizmo that comes in the box than the food the parent begrudgingly pays for.

    Maybe you can look at the construct formed by parents who are time-poor and have to feed kids on the fly, and kids using this event to score some new cool toy.

    Play to the guilt the parents feel, and the fact the toy, more than the food, keeps the kid happy. (Depending on their ages).

    Perhaps the underlying message to the parent is that it's not too bad if it's only once a week, and if the food is chosen from a kid-friendly (nutrition-wise) menu.

    Come to that, perhaps the kid-marketing begins with getting dietitians to design menu items that could actually be healthy?


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