The-F-Word.org

Move over Ronald McDonald. One McFranchise has launched a whole new marketing force aimed at kids.

“A child who loves our TV commercials and brings her grandparents to a McDonald’s gives us two more customers,” Kroc once said. Now, more than 40 years later, McDonald’s is still luring kids, and by proxy their parents, through its Golden Arches.

A McDonald’s restaurant in Franklin, Mass. has opened an air-conditioned indoor play area with a two-story fort, a miniature basketball court, a video game where players engage in a dance contest and another where they pedal stationary bikes to move on-screen, all-terrain vehicles. The play place is free to all customers and according to the article, parents are “lovin it.”

The move comes as McDonald’s faces increasing criticism for its role in contributing to the nation’s “obesity epidemic.” Although McRepresentatives are quick to counter its array of “nutritious” offerings, including replacing Apple Dippers for french fries and apple juice for a soft drink.

McDonalds spends more money on advertising in general than any other brand in all industries combined, according to Eric Schlosser, author of Fast Food Nation. And the bulk of that money is spent on indoctrinating kids.

The franchise operates more playgrounds than any other American private corporation, operates the bestselling line of children’s clothing in the U.S. (McKids) and is one of the largest toy distributors. In a recent study of American children, 96 percent of those surveyed could recognize Ronald McDonald, making him the most identifiable fictional character after Santa Claus.

According to McSpotlight, an organization founded by two British activists who were sued by McDonalds for libel, the corporation’s “Operations Manual,” the McBible for every local store manager, gives instructions for targeting young children:

Ronald loves McDonald’s and McDonald’s food. And so do children, because they love Ronald. Remember, children exert a phenomenal influence when it comes to restaurant selection. This means you should do everything you can to appeal to children’s love for Ronald and McDonald’s’.

Schools offer excellent opportunities. Not only are they a high traffic [sales] generator, but students are some of the best customers you could have. McDonald’s have developed a number of programs that you can take into the schools in your area… Good relations with your local schools can also offer opportunities for crew recruitment.

I’m not saying that McDonalds is single-handedly responsible for obesity nor should people never eat there. It’s your body; do with it what you want. But it’s simply not ethical to prey on parents’ gullibility to feed children unhealthy food. Nor should we condone a fast food giant turning children into hyper consumers of the future.

Want to make your kid feel special? Instead of taking them for a burger and ride on a stationary bike connected to a solitary video game, get out the real thing and take a bike ride together.