McDonald’s will roll out several changes to its worldwide Happy Meal program in 2004, in that product’s 25th year of existence. According to a release, the new Happy Meal program will “focus on the total dining experience for customers, including expanded menu choice, a new global package design, and a number of innovative restaurant offerings for moms.”
According to McDonald’s marketing chief Larry Light, the changes are part of the company’s effort to keep the brand fresh and relevant.
One part of the change will be an expanded menu. Options vary by country and include:
McDonald’s new Happy Meal packaging will roll out worldwide beginning this month. The new design depicts children playing sports and having fun with friends, and also features puzzles, games and other interactive activities.
But the biggest news appears to be for mothers. McDonald’s says it will offer “fun treats” to them, such as “mini-magazines” covering fashion, music, and so on. McDonald’s countries are also exploring features they hope will make McDonald’s appealing to mothers; some of those incldue:
McDonald’s new Happy Meal will be phased into McDonald’s restaurants around the world throughout 2004, with each country customizing the program to fit customer needs and lifestyles. All restaurants will feature the new packaging by the end of the year.