How we got families to say “I’m lovin’ it” again

In recent years, McDonald’s has seen a decline in family visits to its restaurants. However, most children would love to go to McDonald’s every day. But almost always, all they hear from their parents is “no,” “not today,” or the classic: “We have bread at home.”

How can we make McDonald’s more relevant again for families – and especially for parents – so they say “yes” more often?

The insight: Kids will do (almost) anything for a Happy Meal®. Even things their parents wouldn’t normally expect them to do: whether it’s tidying their room spotless, folding the laundry, or – on a long car ride – sitting quietly in the back seat for once.