Visits to fast-food restaurants in which kids' meals were purchased fell 5% last year, and have declined every year since 2007, according to the NPD Group.
Technomic EVP Darren Tristano told the Chicago Tribune, however, that he doubts that kids' meal sales are actually down for McDonald's. "I would put it flat at worst," he said.
Still, the Tribune points out, flat sales in the core kids' meal area would be in stark contrast to McDonald's' overall robust sales growth.
McDonald's spokesperon Danya Proud said that McDonald's' family visits remain strong and are "slightly higher than the rest of the industry." She did not address kids' meals sales directly, but noted that the chain is "seeing behavior shift slightly among what is being ordered" for children "because families are eating differently than they used to when they go out." Some kids share items with their parents; others opt to stick with their favorite Happy Meals, she added.
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However, an unnamed McDonald's franchisee is quoted as saying that declining kids' meals sales are "something we'd love to reverse."
Burger King and Wendy's declined to comment for the story.
Industry observers say that contributing factors likely include concerns about childhood obesity; parents' desire to reduce spending (dollar menus have made it cheaper to buy a la carte adult items for kids than to buy full kids' meals); and kids growing out of the kids' meals and the allure of toys at younger ages (possibly because digital activities have upped their expectation levels).