The McDonald's Happy Meal E-Book Voucher Replaces Traditional Toys
Meghan Young — May 2, 2014 — Life-Stages
One fast food franchise is adamant about staying on the up and up when it comes to technology as the McDonald's Happy Meal e-book voucher proves. More than that, it also hopes to stimulate children in a more educational manner. For a short time, in place of the traditional toys that are found in children's meals, there will be coupons that provide free downloads of Enid Blyton’s ‘Secret Seven’ series courtesy of Kobo.
Temporarily making the franchise the largest book distributor in the UK, the McDonald's Happy Meal e-book voucher is a natural next step for the business. Alistair Macrow, SVP, the chief marketing officer at McDonald’s UK, says, "Kids today have come to know and expect content in digital form and introducing free e-books to the Happy Meal is another way in which we’re creating choice and keeping in step with our customers."
Temporarily making the franchise the largest book distributor in the UK, the McDonald's Happy Meal e-book voucher is a natural next step for the business. Alistair Macrow, SVP, the chief marketing officer at McDonald’s UK, says, "Kids today have come to know and expect content in digital form and introducing free e-books to the Happy Meal is another way in which we’re creating choice and keeping in step with our customers."
Trend Themes
1. Digital Toy Substitution - Replacing traditional toys with e-book vouchers in fast food meals presents an opportunity for other fast food chains to enhance the digital experience for children.
2. Childhood Education Apps - Introducing educational e-books in fast food meals opens up a market for developing innovative and interactive apps that enhance learning experiences for children.
3. Franchise Content Distribution - Being the largest book distributor in the UK through e-book vouchers highlights the potential for fast food franchises to collaborate with publishing companies and broaden their content distribution strategies.
Industry Implications
1. Fast Food - Fast food chains can explore partnerships with digital content providers to offer innovative and educational alternatives to traditional toys.
2. Digital Publishing - The introduction of e-books in fast food can encourage digital publishing companies to develop children's content specifically tailored for meal promotions and franchises.
3. Mobile App Development - The need to create engaging educational apps to accompany e-book vouchers in fast food meals presents an opportunity for mobile app developers to cater to the children's market.
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