Mcdonald's War Analysis

Food and beverage marketers target families and their to spend money at restaurants. With appealing advertisements, friendly mascots, and cheap promotions, it is hard not to eat at a fast food restaurant. A restaurant chain that has outstanding food and beverage marketing is McDonald’s. Maureen Morrison, author of the online article, "Can Kids' Food Mascots Survive the Obesity War?”, writes about the effects of marketing fast food to families and children. Morrison claims that McDonald’s mascot, Ronald McDonald, is the leading figure in food and beverage promotions (Morrison). The McDonald’s clown is a relatable figure that appeals to families and children through familiar venues. The article states, “Ronald McDonald represents the joy and

According to a study constructed by the University of Ottawa, “85% of food and beverage marketing are shown online through child-directed content” (Kent et al). In other words, marketers primarily target children through online games and pop up promotions. Food and beverage advertising not only appeals to families and children, but also to the food and beverage companies that are advertising online. Online advertising is appealing because it is inexpensive and marketers are able to track viewers and behaviors (Kent et al). The inexpensive cost and ability to track online behaviors are beneficial to food and beverage companies to ensure the effectiveness to the reaching of a target market. Although marketers can track who sees their advertisements online, there are restrictions put into place regarding food and beverage

Regulations are set into place to ensure safety for both marketers and consumers. Food marketing is identified to partake in a large role of childhood obesity (“Public”). A study constructed by the Public Health Center at Michell Hamline School of Law states, “the Federal Trade Commission (FTC) reported that in 2009, food and beverage companies spent $1.79 billion to market their products to kids. 72% of this total was spent to market just three types of products—breakfast cereals, fast foods, and carbonated drinks” (“Public”). This is an outrageous number of dollars spent targeting families and children. Restrictions are set into place for legal reasons. The legal policies that are set into place limit the toy giveaway in unhealthy kids meals, creating healthy checkout lines without candy, pricing strategies, raising taxes on sugary drinks, and promoting health and fitness (“Public”). McDonald’s Happy Meals and the legal policies relating to toy giveaways in kids meals are an example of legal policies. McDonald’s Happy Meals include toys within each kids meal, but the meals have a healthy alternative twist. The meals include at least one healthy option; such as, milk or apples. The rules set in place for food and beverage marketers are created to ensure safety for marketers and consumes. Although there are regulations set for marketers, they still target families and