Suddenly, many food and beverage brands are pushing their "children's meals" to the forefront. Whether paid or free, children's meals target a new generation of young parents and even the next generation of consumer "reserves" in the huge market.
How much money can the most powerful children's meals make? McDonald's has a new answer.
Issue 2828 in total
Wang Jing, the owner of the restaurant enterprise, | wen
McDonald's builds "home away from home" for children
On September 9, The Uncle McDonald's House in Beijing was officially opened, which provides free accommodation and care services for poor children's families from all over the country who seek medical treatment at the Beijing Children's Hospital affiliated to Capital Medical University. It is only one street away from Beijing Children's Hospital, with a construction area of about 860 square meters, a total of 10 family rooms, and poor children who seek medical treatment in Beijing Children's Hospital can apply for accommodation.
Walking into this McDonald's Uncle's house, the Uchiha was amazed at the level of McDonald's "hotel" as if it were opening a restaurant.
Each family room is equipped with a separate toilet, a mother-of-child bed and a reading desk. The comprehensive function area includes convenient facilities such as kitchen, laundry, play area, dining area and chair lift for families.
All functional areas are equipped with complete and advanced electrical equipment and spare parts, considering that many parents from poor areas are not good at using, McDonald's has taken the instructions for the use of induction cookers, ovens and other equipment into a video, and parents can scan the two-dimensional code pasted on the door to learn.
The whole Beijing McDonald's Uncle House is full of warm traditional Chinese element design, arranged with lanterns, faces, four seasons and other auspicious decorations, bringing great psychological comfort to the families of the children. It is also a "green" McDonald's Uncle House, and has received gold certification from the authoritative LEED ID+C (Commercial Interior Design and Construction).
In order to support the Uncle McDonald's House in Beijing, from September 5 to September 21, a total of 35 McDonald's restaurants across the country placed "red heart collection boxes" in the store, calling on consumers to fold hearts and send blessings to children staying at the Uncle McDonald's house in Beijing.
For every red heart that consumers fold into the restaurant's collection box, McDonald's China will donate one yuan to the China Soong Ching Ling Foundation McDonald's Uncle Home Charity Fund for the construction and operation of the McDonald's Uncle Home, and then these red hearts will also be given to the families of the children living in the McDonald's Uncle House in Beijing.
Among them, there are ten "McDonald's Uncle's Home" theme stores in Beijing, namely: Beijing McDonald's Wantong Restaurant, Beijing McDonald's Chang'an Shopping Center Restaurant, Beijing McDonald's Yuetan South Street Restaurant, Beijing McDonald's Baiguang Road Restaurant, Beijing McDonald's Xiyuan Restaurant, Beijing McDonald's Fangfei Road Restaurant, Beijing McDonald's Shijingshan Road Restaurant, Beijing McDonald's Chaoyang Park Road Restaurant, Beijing McDonald's New Wangfujing Restaurant, Beijing McDonald's Songjiazhuang Restaurant.
By selling happy meals
McDonald's raised 40 million in 5 years
This is the third "Uncle McDonald's House" in Chinese mainland. In 2016, the first McDonald's Uncle Home in the mainland was officially opened in Changsha, Hunan Province, and in 2020, the Shanghai McDonald's Uncle Home was successfully placed in Shanghai.
At the opening site of The McDonald's Uncle's House in Beijing, Zhang Jiayin, CEO of McDonald's China, proudly said that the McDonald's Uncle's Home Charity Fund has three major sources, the first is from the Happy Paradise Meal, and we donate 0.5 yuan for every Happy Paradise Meal sold, and more than half of the donations are from this.
"Our charity money is growing every year because McDonald's is opening so many new stores every year, plus same-store sales at restaurants across the country have also increased. We are very fortunate that because there is healthy, sustainable business growth, so the donations are also growing at the same time. ”
According to the information on mcDonald's China's official website, since 2015, for every happy meal sold, McDonald's restaurant will donate 0.5 yuan to the "McDonald's Uncle House Charity Fund". In the past five years, McDonald's China has donated more than 40 million RMB to the "McDonald's Uncle House Charity Fund".
At the 2019 McDonald's "McMay Full Seat", Zhang Jiayin announced the heavy upgrade of the Happy Paradise meal: the meal was upgraded from a three-piece set to a four-piece set, increasing the choice and proportion of vegetables and fruits to provide a richer and more balanced meal. In addition, McDonald's China also announced a strong alliance with Walt Disney Company to open a partnership from 2019 to 2025, launching a happy meal themed on Disney movies every year.
With the heavy upgrade of happy meals, McDonald's has opened a new chapter in children's nutrition and children's well-being in China.
The children's meal market exploded
McDonald's forward-looking perspective is admirable
Thinking that since the beginning of this year, a large number of catering head brands have made efforts in children's meals, and have to admire McDonald's advanced trend insight ability.
According to the data compiled by the Research Center of Yingshi Group, the size of China's children's consumption market has approached 4.5 trillion yuan, and it is expected that in the next five years, the annual growth rate of total children's consumption is expected to exceed 20%. Among them, if calculated at a 10% penetration rate of children's catering, the scale of the children's catering consumer market is nearly 450 billion yuan.
Behind every children's meal is a family banquet demand, and there is a principle in academia: the principle of mother-son bombing. That is, by targeting the population of A (children) such as a point of origin, attracting B (parents) or even C (the whole family) these large related customers, playing a mother-daughter bullet.
Behind the "children's meal" is a whole family decision-making body in operation, its sales target is not only children, but also parents who pay for consumption, and the focus of the two groups is completely different, to serve these two groups at the same time in terms of products, services, and environment, it is not easy.
McDonald's has upgraded the nutrition, responsibility and joy of happy meals, and covered the concerns of children and parents for two generations, which can be seen from McDonald's continuous improvement of parent-child business.
McDonald's relies on this forward-looking children's meal strategy to capture children and family customers at the same time, and McDonald's has laid an unshakable position in the hearts of generations, and has become an important cornerstone of the brand's "centennial plan".