If you’re a parent, you know about McDonalds. And, the Happy Meal.
I’ll bet you’ve bought your fair share of them. Maybe more.
But have you ever considered what a Happy Meal really is? Or, why parents buy them for their kids?
There’s an excellent lesson here . . .
McDonald’s UNDERSTANDS . . . what their customers want.
The customer is, of course, not the kid. It’s the PARENT of a child.
So if the parent is buying the Happy Meal . . . what is it that they’re buying?
This question comes up at McDonald’s “Hamburger University” — the training center for new McDonald’s franchises.
Allegedly, the McDonald’s trainer asks the new franchisees, “What is a Happy Meal?” The new recruits usually described it accurately. “A burger, fries, soda and toy in a playful container”. The instuctor says, “Technically . . . correct. BUT . . . what are people hoping to get when they ask for a Happy Meal?” The recruits fidget. Even they know it’s not what they just said. It’s not just a box with a burger, fries, soda and a toy? Nope. That would be too easy!
After some discussion, the McDonald’s instructor reveals the secret: “What the parent is buying isn’t the Happy Meal. It’s what they hope to gain by buying it”. “OK,” the franchisee’s are thinking, “Which means . . . what?”
The instructor obliges them. “The parent who buys our Happy Meals . . . isn’t buying what you described” The room of new franchhisees are getting really confused, now. “Nope. What they’re buying is . . . :::::drum roll:::::: . . . 7 minutes . . . to wolf down their own food before their kids drag them out onto the playscape!”.
The McDonald’s Happy Meal is a package. And a packages ALWAYS produces a valued outcome. And THAT . . . is what people buy when they’re buying your package or bundle of services that you offer.
McDonald’s understands this. I hope you do, too!