With inflation on the rise, fast food is a good solution. Children’s menus are the most appealing option, as they control calories and reduce food waste. McDonald’s, with its iconic Happy Meal, and Burger King are the main chains that use social media to promote their children’s menus. TikTok and Instagram have been key in bringing adults back to their childhood. Read on to learn more.
The growing trend: adults ordering kid’s menus
A growing trend is seeing more and more adults ordering kids’ menus at fast-food restaurants with many important reasons under this direction. In addition, cost savings are the main driver because of the rising cost of dining out and inflation. This is why kids’ meals presents a cheaper alternative to full-sized adult meals.
A kids’ meal is usually a few dollars less than a regular menu item, making it the ideal option for budget-conscious consumers. Many adults find that the portion sizes of standard fast-food meals are too big and kids’ meals provide a better portion of food. Moreover, it helps reduce food waste and is appealing to those who might want a lighter meal or are trying to control their calorie intake.
Ashley Garrett, a 33-year-old from Orlando, Florida, dislikes three things about eating out — overpaying, overindulging and dealing with leftovers. Eating like a child, it turns out, is the answer to her problems.
The self-proclaimed “kids’ meal connoisseur,” who dines out frequently, said she orders off the littles menu about five times a week. The switch has helped her to build a large TikTok following, watching her review hundreds of the downsized dinners. “For me, it’s perfect,” she told the WSJ, noting that she’s “happy” with chicken fingers or a plain pasta dish.
Kid’s menus features: less complications
Kids’ menus are less complex from a selection process perspective and normally feature a small selection of familiar, classic items like chicken nuggets, burgers, and mac and cheese. For some adults, this clearness is a perfect modification from the more complex options on the main menu.
Ordering a kids’ meal, in specific one that comes with a toy or collectible, can bring back a sense of nostalgia for a simpler time. This is a strong marketing tool that some chains, like McDonald’s, have capitalized on with “adult Happy Meals” (which include beer as a drink option).
The goal for dining establishments
Of course, adults ordering kids’ meals means the restaurant is losing out on some revenue. Experts say that may not matter, however, because in any group of adult diners, it’s unlikely that everyone is going to order a kids’ meal.
The goal for dining establishments, be they fast-food or sit-down, is to get customers in the door — and the hope is that the overall spending will compensate for any kids’ meal purchases.
“There still should be money to be made,” said Izzy Kharasch, president of Hospitality Works, a Chicago-based restaurant consulting firm.
McDonald’s didn’t respond to a MarketWatch request for data or comment about the trend of adults ordering kids’ meals. Nevertheless, it’s clear the company is addressing the trend through one of its latest regular-priced offerings.
Role of social media has been essential
The part of social media has also been a factor as influencers. This because everyday people s always sharing videos and reviews of fast-food kids’ meals, touting them as a money-saving “trick.”
At the same time some restaurants may frown on adults choosing a kids’ menu and especially at sit-down establishments where these meals are often sold at a loss to attract families, it is a growing trend, especially in the fast-food space.
